The information we collect through email marketing is crucial to understanding a person’s behaviour, including their interests, what motivates them, and what would entice them to open up their inboxes again. This data can then be used to inform future marketing efforts.
While it’s fairly easy to get distracted by the latest trends and shiny objects, a data-driven marketer will tell you that using data to create engaging content is the best strategy for success in this increasingly digital world. Building on this theory, this article will walk you through the necessary steps to write the perfect email marketing campaign.
Step 1: Set a benchmark for yourself
One of the first things you should do before you write a single email is to set a benchmark for yourself. This benchmark should reflect your brand goals, target audience, and business objective.
Your benchmark will help you determine what stage you’re currently at, and will act as a guide for the kind of content you should be producing. You don’t want to aim too high, and waste time and resources fulfilling these goals, so it’s best to start small and build from there.
Step 2: Create buyer personas
After you’ve set your benchmark, it’s time to create buyer personas. A buyer persona is a person who has been identified as a potential customer, or someone who has the behaviour of a customer. This person is going to be the focal point of every marketing and sales effort you make from here on out.
Creating a buyer persona doesn’t have to be hard. You can use tools like SurveyMonkey, LiketoKnow, or Radian6 to gain insights into customer behaviour. These tools will provide you with demographic information, interests, and metrics on marketing and sales performance. By creating buyer personas for each major customer segment, you ensure that marketing and sales efforts are targeted towards achieving the right results.
Step 3: Determining campaign objectives and KPIs
Once you’ve created your buyer personas, you can set your campaign objectives and key performance indicators (KPIs). Setting these will guide you in the right direction as you design your content and determine what channels to use to deliver the message.
This step will be much easier said than done. You’re going to be tempted to set overly-ambitious goals and KPIs, but these should be avoided if your goal is to write the perfect email marketing campaign. Start small, and gradually raise the bar each quarter as you achieve business results. This will help you sustain momentum and achieve your full potential.
Step 4: Develop a content strategy
You can’t write a perfect email campaign without a solid strategy. Just like any other part of your marketing plan, your content strategy should be formulated using a SWOT analysis (Strengths, Weaknesses, Opportunities, andThreats) and the five Ps of Content Marketing (Purpose, Produce, Pitch, Promote, and Perform).
Once you’ve developed your content strategy, you can start to brainstorm ideas for content to promote your business.
Step 5: Map out messages and channels
In Step 1, you set a benchmark for yourself. Now it’s time to map out messages and channels. You should consider what platforms your target audience uses most frequently, as well as which ones they consider important. Using these insights, you can map out content themes and distribute this content through the most effective channels.
There are seven major platforms that make up the ‘biggest’ digital landscape. These include Google Email, Facebook, Instagram, Twitter, LinkedIn, Pinterest, and Snapchat. It’s important to focus on these as they each have a significant population — between 10 million and 400 million monthly active users.
Step 6: Define email marketing automation
Your email automation tool will be your key employee in the fight against spam. One of the first things you should do is configure your tool so that it integrates with your other marketing platforms. This way, you can trigger an automated email campaign when a purchase is made, document is uploaded to a social media platform, or someone subscribes to your email list.
Your email marketing automation tool should integrate with your CRM, provide you with detailed reports on the performance of your campaigns, and allow for the creation of email templates.
Step 7: Create email marketing plan
Now that you have everything planned and laid out, it’s time to create your email marketing plan. You should follow the SMART framework (Specific, Measurable, Achievable, Realistic, and Timely) to create a solid foundation for your plan. This means being realistic about what you can achieve, but setting specific and measurable goals along the way.
Your email marketing plan will define everything from the benchmark you set in Step 1, to the content you’ll produce, the channels you’ll use, and the frequency of your emails. This plan should then be communicated to all stakeholders within your company (Marketing, Sales, and Product Management) in order to drive consistency and accountability throughout the process.
Step 8: Test your plan
Testing is extremely important in the digital marketing world. Just like any other plan you develop, you should continually test and refine your email marketing strategy until you reach perfection. To do this, you can use things like split testing, A/B testing, or live video marketing to compare different versions of content and determine the best approach for reaching your target audience.
If your plan is accurate and well-thought-out, you can rest assured that the results of your email marketing will be proportionate to your efforts. The better you plan, the more you’ll be able to test and improve your existing strategy, and the closer you’ll be able to get to your benchmark.
How to Write the Perfect Email Marketing Campaign
As you can see, putting in the work to write the perfect email campaign isn’t easy. But with a little planning and testing, it’s certainly achievable. If you’re serious about growing your business and would like to reach your full potential, then take the time to plan out a content strategy and implement automated email campaigns.