Before you do anything else, focus on the fact that your emails need to be timely, relevant, interesting, and valuable for your audience. Going through the following steps with this mindset will help you navigate questions and prepare for a year’s worth of email campaigns.
1. Define your email marketing goals
Every program starts with your business goals. So, what are they? And what’s the purpose of your email campaigns?
Ask yourself what you’re looking to convey in your emails. A few examples include:
- Welcoming new subscribers and telling them about your business
- Launching a new product or service
- Building loyalty among your customers
- Nurturing leads with relevant information about their interests
- Re-engaging inactive subscribers
- Targeting specific groups of subscribers with more personalized content
Depending on how you answer these questions, you’ll have a better idea of if you need to create brand awareness, increase open and click-through rates, reach more people, generate website traffic, increase conversions, or build customer loyalty.
Your goals may change from month to month or quarter to quarter, but writing these down now will help you plan for your upcoming email content.
2. Determine the type of emails you want to send
There are three key email types you should leverage for your brand: promotional, relational, and transactional.
Promotional emails are the most commonly understood email messages. They often provide offers and sales your subscribers may be interested in and include self-promotional language about your brand.
Relational emails deliver the messages you’ve promised your subscribers, such as a weekly or monthly newsletter or gift. These messages focus on providing your audience with relevant content and information they can use.
Transactional emails include all necessary messages for online transactions, such as subscriber signup confirmations, welcome messages, order or purchase confirmations and delivery information, and acknowledgement of subscriber information changes.
3. Plan your emails and follow-up messages
Once you define your goals and determine the type of emails you wish to send, you need to plan your email marketing campaign.
We recommend you create a calendar to list and plan for email sends throughout the year. Your calendar should include your email marketing goals for each campaign, the number of emails you wish to send each month, the email types, the target audience for each send, and deployment dates.
When populating your calendar, determine the email frequency for each campaign as well as a rough idea of the content and the main action you want subscribers to take. Doing so will help you and your team see the bigger picture of your email program and offer updates when necessary.
Having both an annual calendar and monthly update will help you avoid last-minute hustle or procrastination as you prepare a timeline for executing each campaign.
Continue learning about email campaign management
Check out the additional parts of our full email campaign management guide:
- Preface: Every Brand’s Guide to Email Campaign Management Success
- Part 1: Setting up and planning your email campaigns (you’re currently reading this)
- Part 2: Choosing the right technology and audience targeting
- Part 3: Crafting the perfect email campaign
- Part 4: Testing and optimizing your campaigns for further success
Interested in discussing email marketing with an expert? Let’s connect.