The following is an example of a marketing proposal for an email campaign that uses a fictional company, Housemarque, to pitch their product, the Qiujia smartphone app, to email marketers.
The proposal describes the purpose of an email marketing campaign and offers guidelines on creating marketing emails that will encourage consumers to purchase the product or service.
The Email Marketing Objective
Email marketing is a type of marketing that’s focused on sending emails to potential customers. Email marketing drives traffic to websites and apps and lets marketers track opens, clicks and more to measure success.
Housemarque wants to expand their market reach and gain more consumers so they can increase their revenue. To do this, they need to understand the best way to reach prospective audience members with their mobile app. They want to target tech-savvy consumers who live in the United States and Canada because they believe there are lots of affluent potential customers in those regions. In order to attract these customers, Housemarque needs to design an email campaign that will make them want to try their app.
The goal of the email marketing campaign is to increase app downloads by motivating users to try out the product.
The Product Launch
We’ll walk you through the steps to launch an app store listing for the Qiujia smartphone app. This will include everything from creating a compelling commercial to designing an email template.
Step 1: Create a Compelling Commercial
The first step in creating an effective email campaign is to come up with a compelling commercial for the product. The commercial should be short – only a few minutes should be enough to convince viewers to download the app. It should also be simple and clean, with little or no interruptions. Fewer words, shorter sentences and a cleaner layout usually mean more clicks, fewer distractions and ultimately more conversions.
The commercial should also include graphics that are eye-catching and will encourage viewers to click on the app store listing. Using screenshots from the app or features from the app in the commercial will make it easier for viewers to visualize what the product is and how it works. Screenshots can also be used to showcase the benefits of the app and encourage viewers to try it out.
Step 2: Set The Date For The Product Launch
The second step in creating an effective email campaign is to set a date – but not too far in the future – for the product launch. App launches that occur in the future usually don’t get as much attention as those that happen now. However, keeping a realistic release schedule ensures that the product will be launched when users are actually interested in trying it out.
Usually, products that gain a lot of attention right after they are launched don’t end up being successful. This is because people have already talked about them or seen them and so they aren’t necessarily interested in trying out the product. If you set the launch date too far in the future, you risk making the same mistake. Don’t set a date until you’re comfortable that you’ll have the necessary traffic to ensure that your product will be accessible to as many people as possible.
Step 3: Set Up Autoresponders
In order to ensure that potential customers receive the proposed email campaign, you should set up autoresponders on all of your marketing emails. An autoresponder is a tool that’s used to collect and store automated replies to emails – often referred to as “bait” emails. The purpose of the emails is to encourage the recipient to take a specific action, such as subscribing to a newsletter or downloading an app.
When someone subscribes to your newsletter or downloads your app, you can then follow up with further marketing emails to encourage them to use the product or service regularly. Setting up an autoresponder makes it easier for you to have a consistent email sequence when following up with prospects – something that improves the overall feel and tone of your campaign.
Step 4: Design An Email Template
The final step in creating an effective email campaign is to design an email template. Your email template will tell your emails what to include – such as the text of the email itself and a signature at the bottom of the email. Designing an email template takes a little bit of time but is worth it because it will help you send out more relevant and compelling messages to your audience.
Your email template should provide the necessary information for the recipient to know what the email is about. It should also include a concise description of the product or service being offered and include a call to action, such as a link to download the app or a button that will take the reader to a specific page on your website.
Use these four steps to write a winning proposal for an email marketing campaign:
- Create a compelling commercial
- Set a date for the product launch
- Set up autoresponders
- Design an email template
And here are the key takeaways: