Strategies and tactics for building an email marketing strategy
The strategy outlined for building an email marketing campaign focuses on increasing customer engagement and boosting sales through targeted efforts. The first step involves segmenting the email list by analyzing customer data to identify key segments. This can be done based on demographics, behavior, engagement levels, and purchase history. Personalized content and targeted offers are then crafted for each segment, along with ongoing A/B testing to refine these strategies.
Creating compelling content is essential and includes developing a content calendar, using diverse content types like promotional and educational materials, and writing engaging subject lines. It's important to ensure that emails are mobile-friendly, incorporate clear calls-to-action, and personalize content using customer data. Visuals and storytelling techniques add value, and various content approaches are tested to identify what resonates best with the audience.
Optimizing delivery and performance involves choosing a reliable email marketing platform, setting a consistent sending schedule, and monitoring key metrics like open and click-through rates. Leveraging automated drip campaigns, testing for device compatibility, and analyzing performance data are crucial. Continuous testing, refinements, and compliance with regulations like GDPR are necessary to maintain an effective strategy.
The strategies
⛳️ Strategy 1: Segment your email list
- Analyse customer data to identify key segments
- Create specific segments based on demographics
- Segment based on customer behaviour and purchase history
- Segment based on engagement levels
- Develop personalised content for each segment
- Use A/B testing to refine segment strategies
- Regularly update and clean your email list
- Monitor the performance of each segment
- Use dynamic content to enhance personalisation
- Send targeted offers to specific segments
⛳️ Strategy 2: Create compelling content
- Develop a content calendar
- Use a mix of content types (e.g., promotional, informational, educational)
- Write engaging subject lines
- Ensure email content is mobile-friendly
- Include clear calls-to-action
- Personalise emails using customer data
- Incorporate visuals, such as images and videos
- Use storytelling techniques
- Provide value with offers, discounts, and exclusive content
- Test different content approaches to see what resonates
⛳️ Strategy 3: Optimise delivery and performance
- Choose a reliable email marketing platform
- Set up a consistent sending schedule
- Monitor email open and click-through rates
- Use automated email sequences for drip campaigns
- Implement email deliverability best practices
- Test emails for different devices and email clients
- Analyse email performance data
- Refine segmentation based on performance insights
- Continuously test and optimise subject lines
- Ensure compliance with GDPR and other regulations
Bringing accountability to your strategy
It's one thing to have a plan, it's another to stick to it. We hope that the examples above will help you get started with your own strategy, but we also know that it's easy to get lost in the day-to-day effort.
That's why we built Tability: to help you track your progress, keep your team aligned, and make sure you're always moving in the right direction.
Give it a try and see how it can help you bring accountability to your strategy.
