When planning an email marketing campaign it is critical to first understand your brand and the image the brand is projecting. Review the mission statement. What is the company’s strategy for realizing its mission? You may find it necessary to conduct a “SWOC” analysis (short for Strengths, Weaknesses, Opportunities, and Challenges) to better understand the business context for launching an email campaign. Also, it may be helpful to create a brand scorecard to help analyze the brand. You may also find it helpful to refer to past email campaigns, past content created and other data to help with creating the campaign.
Next determine who the industry stakeholders are? Who are the key players connected to the company? Who are the owners, managers, workers, customers, suppliers, competitors, and community members affected by the decisions and actions of the company? A thorough stakeholder analysis should include a stakeholder map.
Read my blog: Shareholders in the Natural and Organic Foods Industry
Next, determine what digital marketing model strategies the company needs to successfully bring its product or service to market. Will the company need to adopt a Digital Branders, Customer Experience Designers, Demand Generators, or Product Innovators model? And what marketing capabilities are necessary to implement a marketing strategy that moves the company towards a realization of its strategic objectives.
It is necessary to know the habits and motivations of health-conscious consumers. Using existing data and information about this consumer market, find a relatively homogeneous subset of your customers that are highly valuable to your business. Once a clear segment(s) of customers emerge, define a target customer persona to personify this segment. The persona should be based on a complete demographic, psychographic, and behavioral assessment of this subset. This will allow you to create a more effective and relevant email marketing campaign.
To develop a more dynamic view of the target consumer, create a customer journey map from the target’s perspective. Determine where in the target customer’s experience you want to insert an email marketing campaign.
Read my blog: Marketing During the Customer Lifecycle
Once you have a complete understanding of the target customer, her motivations, and her journey with your company – establish specific, measurable, actionable, realistic, and timely (SMART) objectives for your email marketing campaign. By establishing objectives you can better develop KPI’s to help gauge the success of the campaign. Common KPI’s include:
- Successful Delivery rate
- Unique Open rate
- Unique Clicks
- Bounce rate
- Unsubscribe rate
- Conversion rate
The content strategy should be based on targeting your customer persona during a specific time in the customer lifecycle. It may also be helpful to create a flowchart depicting the frequency and timing of your emails.
Next choose an email marketing service. There are many to choose from, so choose a service that best meets your organization’s contact management, email creation, sending and reporting features, and support needs.
Create email templates that are congruent with the brand’s image and relevant to the target persona. Your email campaign template should include clear calls to action and incentives to click e.g. click to save or click to receive free content. It should include the company’s header, a creative subject line, relevant pictures, a backlink to your website and social media, an unsubscribe option, and “bait content” such as a link to a newsletter, promotion, announcement, press release, event invitation, a white paper, a video, a physical address, and contact information. The bait content moves the viewer closer towards conversion.
Lastly, keeping in mind your KPI’s, carefully analyze campaign reports. It may be necessary to conduct follow-up campaigns or even refine your segment to develop a more targeted campaign. Note who is engaging and what content they are engaging.