Strategy And Planning For Email Marketing

Strategy And Planning For Email Marketing

The first part of any email campaign should involve planning for the goals you

need to achieve. These will probably be in line with the goals of your website,

with email marketing being used as a tool to help you achieve those goals. As

with all tactics, email marketing should be considered in line with your overall

marketing and digital strategy.

As discussed in the chapter on analytics and conversion optimisation, you will

decide on the key performance indicators (KPIs) for your campaign as well.

KPIs are the metrics that indicate how well you are performing.

Promotional emails will usually have an immediate goal:

• Users make a purchase

• Users download a whitepaper

• Users request further information

Newsletters tend to focus on longer term goals, and so your KPIs are more

important here.

KPIs include:

• Open rate

• Clickthrough rate

• Number of emails forwarded

• ROI

• Number of social shares

• Database growth

• Conversion rate (activity on your site generated via email)

• Delivery or bounce rate          

A successful email campaign is most likely to be the one geared at retaining and creating a long-term relationship with the reader. Know your audience! They will dictate the interactions.