How many email campaigns do you have going on at the same time? Is Angie
handling the weekly sales campaigns with at least 5 different segments per run,
Nat is working on a re-engagement project
with hopes to have it ready way before Thanksgiving, and you’re gearing up for
the Christmas newsletter. Does Angie, Nat and the rest of the team all
plan the same, use the same mindset when it comes to content development and
workflow optimization?
Rating His Teams Email Strategy
What is your email team’s production methodology? Does your email
strategy go something like this:
The Plan
The team starts off with a clear defined goal. What type of call-to-action
do you want your subscriber to take? Who does this mailing go to?
How many A/B tests will be run? How will it be measured in terms of
success or failure?
Assign Steps for Success
Keep track of who does what and when it’s supposed to be done: keep the team
on target to meet the deadlines.
Who is responsible for the list(s) you’re
working with? Are they clean and up to date?
Do you write the content
and code the emails yourself or are your managing someone else?
Define the Concept
Email creation can be complicated. Is content just as important as the
colors and graphics you use? Whether you’re writing the content yourself
or editing the messages sent, the email should speak to the audience, with a
positive uplifting tone. Keep the call-to-action clear.
The team
may want to critique the competitor’s emails; discuss what are they doing right
and what they are doing wrong. Compare the findings with your concept.
Collaboration
If you have a team, make is easy to plan together. Create a discussion
list, with the same ESP you’re mailing with. A discussion list
is an efficient way for your team to interact over email where they can share
information and provide communication to their group members.
Quality assurance
Review your completed email before you send them out. Does it have an
unsubscribe link? Everything spelled correctly, sentence structure
correct? Does it follow your checklist? (You did create one right?)
During the workflow process your team will probably find the biggest task is the
design of the emails. There will be many tests and edits before the final
design for each campaign is chosen. And there are many ways to
design an email including self-coding or templates, to using a program to layout
your concept and images; i.e. Photoshop. Make sure you block off the
time needed to create the desired designs in order to keep on schedule.
Defining your email marketing campaign strategy and goals will help guide the
directions of your campaign and makes it easier to measure the success of your
efforts. Easily create an excel check list for your team using some
of the following headings:
Date: October 1 2016
Assigned To: Angie in Sales
Goal: Clicks to our website to Sale landing page
Topic/Subject: Sale of the Century
Target Audience: Anyone who purchased summer clothes in the last 60
days
List and Segments: Men, Women, Teens
Included Urls, Links and Forms: Landing page URL, set to track
Refer a Friend. Link to preference page.
Social Media Links: Twitter, Pinterest, Facebook, Google+
Design: 1 HTML responsive. 3 columns, 2 graphics, Tahoma fonts,
Red, White, Blue, 1 plain text email
A/B Split Testing; Multiple tests simultaneously to a small
sampling of members, including change to Subject Line, colors, fonts, time
of day, position of graphics, different graphics.
A/B Split Testing Results. More clicks on all blue with comic font
emails sent on Monday at 3 pm.
Reports: How many Emails were sent, delivered, opened. Did the CTA
work?
Analyze Reports: Open goals met? Click-through goals met?
Bounced report reviewed and acted on.
Any email campaign, big or small will be more successful when you define a goal
and plan the steps to reach it. In other words, once you set your goals, define
your strategy and plan your steps, a check list will help you keep on track. I
hope you found my checklist helpful.
What else can you add? Please comment below.
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