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| 9 steps to executing an email campaign |
9 steps to executing an email campaign
1. strategic planning
The first part of any email campaign should involve planning around the goals you will need to achieve. These will probably be in line with the goals of your web site, with email marketing being used as a tool to help you achieve those goals.
As discussed in the chapter on analytics and conversion optimisation, you will decide on the key performance indicators (KPIs) for your campaign as well.
Promotional emails will usually have an immediate goal:
Users make a purchase
Users download a whitepaper
Users request further information
1. strategic planning
The first part of any email campaign should involve planning around the goals you will need to achieve. These will probably be in line with the goals of your web site, with email marketing being used as a tool to help you achieve those goals.
As discussed in the chapter on analytics and conversion optimisation, you will decide on the key performance indicators (KPIs) for your campaign as well.
Promotional emails will usually have an immediate goal:
Users make a purchase
Users download a whitepaper
Users request further information
Newsletters tend to focus on longer term goals, and so your KPIs become more important here.
KPIs include:
Open rate
Click-through rate
Number of emails forwarded
ROI
A successful email campaign is most likely to be the one geared at retaining and creating a long term relationship with the reader.
Know your audience! They will dictate the interactions
KPIs include:
Open rate
Click-through rate
Number of emails forwarded
ROI
A successful email campaign is most likely to be the one geared at retaining and creating a long term relationship with the reader.
Know your audience! They will dictate the interactions
