Marketing the Mail: How to Create a Successful Email Marketing Plan

Email Marketing Plan

If you knew you could invest in a marketing tool that earned you $38 for every dollar spent, why wouldn’t you quickly adopt it as part of your marketing strategy? That’s a 3,800% ROI (return on investment).

Yet many companies don’t invest in an email marketing plan. The benefits are so numerous that it seems almost a no-brainer to invest a small amount of time and money into creating an effective email marketing campaign.

Not only will it help you increase your brand’s awareness while allowing you to track the success of your campaigns, but it’s also one of the few marketing strategies that allow you to create highly personalized content.

But only if you know what you’re doing. If you want to learn how to create email campaigns that give you the results you want, keep reading.

Start With an Email Marketing Plan

Before you begin an email marketing campaign, take some time to figure out what your objectives are. Knowing what you want to get back will help you determine what you should put into your emails.

If you’re a charity, your goal would be to educate your donor base on your most recent efforts and then ask them for donations. If you own an e-commerce and/or a brick-and-mortar company, your goal is to share with your consumers the latest products you have for sale so they’ll make a purchase.

Creating a plan helps you develop marketing strategies that get you the desired results for your efforts.

Start Building Your Contact List

You can’t start a direct email marketing campaign unless you have a target audience. You can begin building your list using a few different methods.

If you’re starting from scratch, you can begin capturing email addresses using your website. If you have a blog, use your CTA (call to action) to ask them to sign up for your newsletter.

If you sell goods on your site, offer a discount or free shipping if they provide you with their email address. Offering a discount at the end of the sales process will also act as a powerful motivator to get them to make a purchase.

If you already have a list of contacts, import that list into whatever email marketing tool you’re working with. Using Excel is the easiest way to import those contacts.

You can also use your header bar or a sidebar on your website to get people to sign up for your newsletter. Lightboxes, while annoying, are also a highly effective way to get people to sign up for your emails.

Determine What Type of Email Marketing Campaign You Want to Use

The great thing about email marketing is there are many ways you can use it to get your message across. Maybe you want to send a newsletter which shares important information you want your readers to know about.

If you have a new product or service you’re introducing, send a marketing offer to your customers. Give them a great price and don’t forget to put a button with a CTA saying something like “buy now” to get them to take action.

You can also use it to send an announcement. Maybe you’re throwing an event you want people to attend. An email is a perfect way to give them the details and allow them to RSVP.

You can use whatever type of campaign you think is best to gain the attention of your readers.

And while you may think that search engine optimization (SEO) isn’t usable in an email marketing campaign, it’s not true. Always have SEO in mind when developing your email strategy.

How to Make Your Email Campaigns Work

Here are a few facts about emails you need to know before you get started:

Most employees send out around 40 emails each day but they receive around 121. 66% of those emails are read on a mobile device. Only 34.1 percent of all emails are opened.

If you want people to open your emails, you need to start with a subject line that captures their attention. Grab their attention and your email open rates begin to go up.

Keep It Clean and Simple

The body of your email shouldn’t be too long. People are looking for short and sweet, not “War and Peace”. Make sure the information is relevant and true to your brand.

Include a CTA so your readers know what their next step in your sales cycle should be. Words like, “buy now” and “sign up here” help them understand what to do next.

Make the layout of your email marketing campaign look good. Choose colors that represent your brand. Keep it clear of clutter. Make sure it’s mobile-friendly so your readers can open it on any device.

How to Track Your Results

Learn how to track your results. This is necessary so you can see how effective your direct email marketing campaigns are working.

You can then make slight changes for better results immediately. Have a landing page built so you take your customers to the page that let’s then take the next step in your sales cycle.

Take a look at your open rates to see how many people are opening your emails. Take a look at what time of day most of them are opening your emails.

You can then send out email campaigns during the time(s) of the day when your customers are most likely going to read your emails.

Factor in the Costs

While it’s true that email marketing is relatively inexpensive, especially compared to their ROI, there are costs involving both time and money involved that you need to create a budget for.

You may need to pay for the type of email marketing software you think will work best for you. And someone needs to develop and write your email marketing campaigns.

If you don’t already have a quality, permission-based email list, you’ll need to begin building one. That takes time and effort and it may cost you some money to make changes to your website to capture quality emails.

Work With Us

Developing an effective email marketing plan isn’t always easy. Neither is keeping up with the latest marketing trends.

We can help. We can work with your budget to create an effective strategy that gets you more qualified leads.

Click here to learn more about us and how we can assist you.