How to Start an Email Marketing Campaign for High Level Marketing Officers

“E-mail is one of the most useful and important marketing tools there is,” says Chris Widhelm, Director of Marketing at HubSpot. “With a few clicks of a mouse you can send a broadcast email to a large audience, and you can track the results from there.”

If you’re looking to get started with email marketing, it’s important to develop a strategy before you begin. In this article we’ll walk you through the steps to create an email marketing plan to fit the needs of your high-level marketing team.

The Importance Of Strategic Planning

When you’re deciding to launch an email marketing campaign, it’s critical to first consult with your digital marketing team about the strategy and plan of action. While there are many tools available to simply send out an email, you’ll want to consider whether or not this is the best route for your company. Why spend your precious time and resources developing an email marketing strategy when you can simply use a tool to get the job done?

However, that being said, there are several pluses to developing a thoughtful strategy that you can follow. One of the most valuable things you can do is to align your strategy and planning process with what your marketing team already knows—which in turn makes the job of the digital marketing team easier.

When you have a clear strategy and planning process, you’re able to track your progress and determine if you’re achieving your goals. You can also use this process to set new goals and create a new strategy as needed. Since your digital marketing team will be working with you throughout this process, they can help you make the most of every opportunity that comes your way.

Developing An Outline For The Marketing Plan

Even though you have a general idea of what you’ll need to accomplish in order to succeed with an email marketing campaign, it’s still important to have an outline for the plan. This is especially important if you’re planning to do this as a team, as there will be certain tasks and responsibilities that need to be allocated.

You can use a content planning tool to help you develop an email marketing plan. These tools can assist you with collecting data about your target audience so you can craft the perfect email to meet their needs. They’ll also help you identify the main points you need to make in order to persuade them to choose your product or service—while avoiding the things that may make them switch to your competitor’s product.

Creating Key Performance Indicators (KPIs)

Another important thing to consider when creating an email marketing plan is to establish key performance indicators (KPIs) to track your progress. It’s crucial to have these indicators so you can see how you’re doing relative to what you set out to accomplish.

For example, let’s say your key performance indicator (KPI) is to increase traffic to your website. You can set a goal of getting 100 visitors per day and create a plan to achieve this. This can be tracked in multiple ways, such as through the number of website visits, subscribers, or social media engagement (e.g. likes, shares, and comments on IG or Twitter).

Keeping Track Of Your KPIs In The Future

Finally, it’s important to keep track of your key performance indicators (KPIs) in the future. This way you can see how you’re doing relative to what you planned and compare it to what you actually accomplished. If you ever decide to scale back on your email marketing efforts or change your goal to something shorter-term, it’s easy to go back and review your KPIs to determine how close you came to meeting your objectives.

The more you track, the better you’ll understand your progress and the opportunity to determine if you met your goals or not. A content planning tool like HubSpot enables you to set a goal, create a plan, and track your progress (and it’s free). You can find out more about their content planning tool here.

Establishing SMART Goals

When you set goals for your email marketing campaign, it’s important to consider whether or not these goals are SMART —Specific, Measurable, Achievable, Realistic, and Timely.

Meaning, the goals should be specific and measurable. For example, if your goal is to increase web traffic to your website, you can set a measurable goal such as getting 200 visitors per week. Specific is important because it ensures that you’re targeting the right audience and avoids wasting your time and resources on people who don’t have an interest in your product or service.

Measurable indicates that you’re doing your best to keep track of what you’re doing and how you’re doing. With measurable goals, you’ll be able to see the results of your work—whether you meet or exceed your goal. Achievable means you’re capable of completing the goal. This should be a reflection of both your personal and professional lives. You should be able to make a realistic assessment of your ability to meet this goal.

Realistic goals should be challenging but not impossible. If you set a goal of becoming a social media influencer, but you’ve never done anything like this before, then it’s realistic to believe you may not be able to achieve this goal right away. Setting a goal that’s challenging but attainable gives you the opportunity to grow and improve over time. Finally, timely is important because you don’t want to set a goal that’s impossible to achieve and then subsequently disappoint or upset you when compared to your actual results. Instead, set a goal and measure it against what you actually accomplish. If you meet the goal, then you can be confident you did everything you needed to do to succeed.

Planning And Sourcing The Right Campaign Materials

Once you have your key performance indicators (KPIs) organized and established, you’ll want to consider what materials you need to send out your email. While you want to keep things simple, you don’t want to skimp out either. Your email marketing materials should include;

  • a compelling subject line
  • a short and snappy body copy
  • high-quality imagery
  • call to action (CTA) buttons
  • hamburger menu (e.g. hover, click, or both)
  • a footer with contact details

With these elements, you’ll be able to quickly and effectively communicate your idea to your audience. While you don’t need to overthink the content of your email, you do want to make sure you have enough material to send out to your audience. If you’re running low on ideas, check out HubSpot’s blog to see what else their team has to offer. You can also reach out to their team directly if you need some help coming up with ideas for your next campaign.

Setting Up The Right Hardware And Software Platforms

Once you have your key performance indicators (KPIs) established, you’ll want to consider what platforms and software you need to use in order to effectively and efficiently run your email marketing campaign. This includes things like email marketing software, web hosting, domain names, and so on.

Email marketing software is used to send out the actual emails themselves. You’ll want to make sure you have a professional looking email, so take your time choosing the right one. Once you have your email marketing software, you’ll want to consider what hosting you need to use in order to make your website accessible to your audience. This could be through a self-hosted website or a dedicated server at a hosting company.

A dedicated server offers much more reliability and speed than a traditional web host. When choosing web hosting, it’s important to look for a company that offers a variety of features, such as;

  • marketing email services
  • double opt-in requirements
  • authentication methods (e.g. username and password or tokens)
  • free domain privacy
  • SSl encryption

The above features will assist you in building a more reliable and professional-looking website.

Leveraging Third Party Software And Services

Finally, keep in mind there are several third party services and apps that can help you accomplish more with your email marketing campaign. For example, if you want to create a landing page for your website, you can use HubSpot’s built-in templates or, if you want to create a video to explain your product, you can use services like Revver or Hello Video.

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