Email Marketing Strategy

Have you ever wondered why some emails are ignored while others explode in sales? I've been through a lot of experiments on my path to email marketing success and I'm ready to share with you the secrets that can turn your strategy into a powerful tool for growth. Keep reading to find out how just a few steps can change your results!

Glossary

• 📧 Email Marketing - Using email to promote products or services and interact with clients.
• 🎯 Goal setting is the process of defining specific, measurable, and achievable goals for email campaigns.
• 🔍 Audit is a systematic study of existing email marketing campaigns to identify strengths and weaknesses.
• 📊 Competitor Analysis is the process of studying email marketing strategies used by competitors to identify best practices and opportunities for improvement.
• 🗂️ Planning - Create a detailed email campaign plan, including schedule, target audience, and email content.
• ✉️ Engagement - the degree of interest and activity of the recipients of your email newsletters, expressed through opening letters, clicking on links and other actions.
• 💰 Conversion is the percentage of recipients who complete a targeted action, such as a purchase or subscription, after interacting with an email.
• 🚀 Strategy is a long-term action plan to achieve email marketing goals, taking into account market analysis and assessment.
• 📅 Schedule - time frames for conducting email campaigns and their components.
• 📈 Metrics - quantitative indicators used to evaluate the effectiveness of email campaigns, such as Open Rate (OR) and Click-Through Rate (CTR).

Effective Email Marketing Strategy: How I Created It

When I first thought about creating a successful email marketing strategy, I thought it was something complicated that required technological knowledge and experience. However, it turned out that in fact it is just a road map to success, full of nuances and interesting points. In my practice, I have faced various challenges and each of them has become a lesson on the way to creating an effective strategy.

Audit

Before taking action, it was important to conduct an audit of the current state of affairs. This was the moment when I realized that even if my company did not conduct email newsletters, we had other forms of interaction with customers: subscriptions to news feeds and databases. During the work, I reviewed our database and made conclusions that were unexpected for me.

For example, once in the office, I asked the team a question: “What do we have in terms of contacts?” In response I heard: “We have old contacts from events!” – this discovery inspired me. I studied all available data, including the results of previous mailings. It turned out that the email opening rate reached 30%, which is very good. Let me remind you that the industry average is around 20%. But it was important not only to know the numbers, but also to understand how we can improve them.

Here's what we got in the end:

1. 📊 Analysis site. I looked through all the content that was available to subscribers and noted which sections generated the most activity.
2. 📝 Database organization. Within a month, I collected new data about clients and began segmenting contacts by interests.
3. 🚀 Ways to collect subscribers. Using my creativity, I organized several online events to attract new subscribers, which gave impetus to the growth of the base.

Competitor analysis

At the next stage, I started analyzing competitors. Isn't it fun to follow what others are doing? I remember making a list of the main players in my niche and deciding to subscribe to their newsletters. Each time I was surprised to see what approaches they used. I recorded the actions of my competitors, analyzing their approaches to content and interaction with subscribers.

😍 I ran a little rating system, rating competing emails from 0 to 5. The first group of emails I came across were completely anonymous and made no impression. But compared to more creative newsletters that were visually attractive and contained interesting offers, the results quickly fell into a systematization template.

• 💡 Subscription forms: Competitors listed various subscription methods, including social networks and sharing content in exchange for a subscription.
• 📈 Mailings: I noticed that some people send emails twice a week, while others do it once per month.

Each such discovery strengthened my belief that it is important not only to monitor competitors, but also to learn from it for yourself.

Goal Setting

Now that information about the current state and competitors had been collected, it was important to define goals. It is usually at this stage that difficulties arise. "What do we want to get?" – I asked myself, taking notes.

I decided it would be wise to set a few key metrics for our strategy:

1. 🌟 Subscriber base growth rate , which will increase by at least 10% in month.
2. 💼 Traffic attracted through email campaigns. I expected that more than 15% of new visitors would come from this channel.
3. 💵 Number of targeted actions , such as orders, that we received thanks to mailings.

I recorded the results in a table every week. This became a kind of game for me - what brought more profit, and what was the opposite: “Which content worked better?”

Planning

At this stage it was necessary to figure out how to use all this. I divided the whole process into several stages:

1. 📬 Collecting the database: We started refreshing website subscription forms and introduced new ways to collect contacts, such as free webinars.
2. 🌐 Segmentation: Subscribers were divided into groups based on their preferences. Remember that not everyone wants to receive the same content. We collected data on what topics they are interested in, from promotions to educational materials.
3. 📆 Automation: Set up automatic emails to handle common tasks, such as sending thanks after a purchase.

When we launched the first campaign after all these preparatory steps, we saw that the results began to grow. I remember how unforgettable these emotions were - the first reaction of subscribers to our new letters!

Table with steps for you:

This was the path to creating a successful email strategy, it showed that you need to manage emotions, approaches and, most importantly, share your experience to help others!

Often asked questions on the topic: Email Marketing Strategy

Thank you for reading and for becoming wiser! 🌟

You're now one step closer to a successful email marketing strategy! I've shared with you my experiences, including tests and tricks that have helped companies increase engagement and sales. Every tip here is not just theory, it is the result of real projects and interactions. Your new competency opens the door to a world where your writing becomes a powerful tool. How are you going to use this knowledge? I look forward to your comments! 💬

— Larisa Shishkova, independent expert at "Elbuz".