Email Marketing Strategy

Like chess, build a strategy

“As a company, you need to get to the future first, ahead of your customers, and be ready to greet them when they arrive.” Mark Benioff, Founder & CEO, Salesforce

Strategy is where the road to a successful email marketing campaign begins and Email-Postman can help you define what you’re trying to achieve. 

Setting your goals is where it all starts. Once you know what you’re trying to achieve, you need to understand who your audience so you can start to define your message. Then you need to decide frequency – how often you want to send it.

The campaign should lead your audience on a journey that invites them to find out more about the product or service you’re offering. These days, audiences buy into the journey or the story more than they do the actual item you’re offering. Your campaign should include an aspiration and put the customer right at the centre of the story to keep them engaged with it.

Make sure too, you include a method of acquiring new subscribers such as a Sign Up form on your website – a great way of ensuring the people on your email list actually want to receive emails from you. Having an easy method for them to opt out will keep your list current. 

Strategy also involves selecting the right platform. Think about how many contacts you have and the frequency with which you’re planning on sending emails. Without question, every strategy should also involve a method of testing and measuring, seeing what’s working and what isn’t so you can optimise the campaign.  

Email marketing strategy

“That which is measured improves.” ~ Karl Pearson

There are a lot of moving pieces when it comes to formulating a successful email marketing strategy but get it right and you’ll see a return on investment like no other channel. Choosing to work with Email-Postman will help you achieve better returns, fast.