If you’re looking to grow your email marketing program for your company, you’ve come to the right place. In this article, we’ll discuss the various steps you can take to effectively manage your email marketing efforts.
Step one: Set the goal and objectives for your email marketing program
Just because you have an email marketing program doesn’t mean that you can automatically set your goals and expect them to be met. While it’s tempting to just send out emails willy-nilly with the hope that they’ll do the trick, this approach can seriously backfire and hamper your growth. Instead, you need to set clear objectives for your efforts so that you can assess whether or not you’re making progress.
To set your goals and objectives for your email marketing program, it’s imperative to first establish what you’re trying to achieve. To help you figure that out, you can ask yourself questions such as:
- Are you looking to gain a certain number of new subscribers?
- Are you looking to increase the average order value of your customer?
- Are you looking to grow your email list year over year?
- Are you looking to gain more interest and engagement from your audience?
- Do you already have a solid base of subscribers?
- Are you looking to cut out specific types of content from your strategy?
- Are you looking to raise your profile as an industry expert?
Depending on the nature of your business, you may need to set different goals and objectives. For example, if you’re a retail business, you may want to set a goal of increasing sales by attracting more customers to your store. Or if you’re a food business, you may want to set a goal of increasing brand awareness among your customers.
Step two: Determining your target audience
Once you’ve set your goals and objectives, you can start to determine who your target audience is going to be. This is a crucial step, and it’s imperative to get it right. As a rule of thumb, you should:
- Focus on building a niche audience, rather than aiming at everyone.
- Start small and take it easy, to avoid over-exertion and burnout.
- Diversify your approach, to gain the maximum amount of traction.
If you’re new to email marketing, it can be difficult to determine exactly who your target audience is going to be. That’s why you need to take the time to do some research and establish a clear foundation for your campaign. You can use a number of tools to help you along the way, from simple A/B testing to more advanced segmentation and target marketing.
Step three: Create an email marketing strategy, including key goals and objectives
Now that you’ve got a good grasp of who you’re aiming at, you can start to craft an email marketing strategy. This is a plan of action that will help you achieve your goals and objectives, and it will serve as a roadmap for your entire campaign. As a general rule of thumb, you want to include the following in your strategy:
- Subject lines, which are essentially the first few sentences of the email.
- The type of content you’re going to use, whether it’s text, a podcast, or an infographic.
- The timing of your campaign, whether you’re sending out a series of emails, or a mass blast, to maximize your reach.
- A call to action, such as a CTA button, at the end of the email.
- An offer, such as a special discount or a free giveaway.
- Personalized messages, such as individualized subject lines and customized content.
When crafting your email marketing strategy, you don’t want to rush the process and shoot off an imperfect plan. That’s why it’s important to take the time to craft a solid foundation, and then add additional strategies as you go. Start by taking a look at the structure of your existing emails, and then map out what you’d like to do differently with your new email marketing platform. You can use tools, such as Hootsuite or MailChimp, to help you map out your existing strategy and then craft a new one that’s perfectly suited to the platform you’re using.
Step four: Identify the most effective ways to reach your target audience
Once you’ve got your strategy in place, it’s time to start thinking about the most effective ways to reach your target audience. It might be that your existing emails are working well, but you want to target certain industries or groups of people with your new strategy. When considering this, you need to:
- Identify the platforms your audience uses, and determine which one you’ll use to reach them.
- Determine your target audience’s profile, such as their age, sex, location, and buying habits.
- Decide on the content you’re going to use to attract your audience, such as infographics, videos, or an interactive element.
- Find related email marketing campaigns that you can extend, or that exist within, your existing content strategy.
- Establish key performance indicators, such as the number of subscribers or orders, to track the success of your strategy.
As a rule of thumb, you don’t want to send out too many emails all at once, or you may confuse your audience. To avoid this, you want to spread out your communications over a series of emails, with each one focusing on a different piece of content. This will help ensure that your audience doesn’t become desensitized to your brand, and will make it more likely that they’ll engage with future content.
Step five: Create SMART goals and objectives
To help you stay motivated and engaged during the course of your email marketing campaign, it’s important to set SMART goals and objectives. These are goals that are Specific, Measurable, Achievable, Realistic, and Timely.
Instead of saying, “I want to grow my email list,” which is a pretty general goal, you can SMART it down to, “I want to grow my email list by getting 100 new subscribers by the end of the year.”
Likewise, rather than saying “I want to raise my profile as an expert in my industry,” your goal can be SMARTed down to, “I want to raise my profile as an expert in my industry by writing and publishing a guide to my industry.”
For each goal, you should set a milestone at the end of each week or month, to help you stay on track and ensure that you’re not slipping back, due to lack of focus. And finally, make sure to set a deadline for yourself, so that you don’t continue to work on the campaign, without first checking to see if the goal has been met.
By taking the time to craft an email marketing strategy, you’re guaranteed to see a solid return on your investment. Not only will this help you reach your target audience, but it’ll also provide you with the data you need to continue along the path to growth.