5 things your Email campaign plans should contain
Want to get the most out of your Email campaigns efforts? In this blog post, we share with you the 5 most important questions to ask yourself in order to create an effective Email campaign plan.
1. Who are you sending your email to? Decide on your Target Customer.
According to a Chadwick Martin Bailey study from 2012, 61% of people do not open email due to lack of interest in it. So if you want your email campaign to be opened and then acted upon, you need to send communication that is relevant and interesting for your target audience. Start with identifying who your target customers are, what their needs, interests and desires are. Once you know who your target customer is, you will be able to design a compelling and attractive message.
2. Why are you sending the email communication? Set up specific Objectives.
When planning an email campaign, be clear what its aim is. Do you want to drive awareness of your brand? Do you want to acquire new customers? Do you want your existing customers to spend more? Do you want your existing customers to increase the frequency with which they buy from you? Be clear on what you want to achieve and in what time period. Having a clear expectation of what good looks like will allow you to efficiently assess how the email campaign performed. Capture that in your plan.
3. What is in it for the customer? Define the value proposition for the email campaign.
By sending out an email campaign, you are asking your target customers to act upon it. In order for them to do that, the email needs to communicate a relevant value proposition. In other words give target customers a relevant incentive that will persuade them to act upon your email. So, be clear on what the incentive is. Put yourself in your customers’ shoes and ask yourself or colleagues: if you received this type of email, how would you react? Once the email value proposition is defined, capture it in your email plan.
4. What else is happening in the market? Capture the external context.
When creating an email campaign plan, make sure you do so in the context of the external conditions in which the email communication will be dispatched. The external factors impact how your target audience behaves; therefore they will influence the performance of your email communication. Examples of external factors include: the market your target customer is in, the weather, seasonal events, when your target audience is being paid and many more. By capturing the external conditions per each email campaign you execute, over time you will be able to identify correlation trends and identify the external factors that are more likely to improve and those that are more likely to hinder the performance of your email campaign.
5. How did the email campaign perform? Allow time for a thorough review.
Remember these three words: Measure! Measure! Measure! Any email campaign you execute, needs to be measured to be able to identify how it performed. This will give you insight into what you need to do next time to improve the performance of your future email campaigns. So when planning an email campaign, make sure you allow for the relevant time for the measurement to be executed. Capture the timings in your email communication plan.