7 Tips to Create an Email Marketing Strategy

Foley Marketing AdvisorsEmail Marketing, Marketing Communication Materials, Marketing Strategies and Tips

An effective email strategy can be essential to achieving your overall marketing goals. It’s a great, cost-effective way to expand your audience while also connecting to your current client base. We’ve come up with a list of 7 tips to create an email marketing strategy that will help you get the best ROI for your efforts. 

Set Your Goals 

Before you beginning planning your email marketing strategy, it’s essential to define your goals. Determine what you want your email marketing strategy to achieve. Some great goals to consider include: 

  • Increase sales 
  • Connect with existing clients 
  • Increase website traffic 
  • Increase brand awareness 

Listing your email marketing strategy objectives is critical and will help you stay on track throughout the stages of developing your email campaign. 

Craft a Clear Subject Line 

When a subscriber receives your email, the first thing that they typically notice is the subject line. It can be the deciding factor on if they will open the email or not. Using a clear and direct subject line that tells the reader precisely what is in the email is far better than using an enticing call to action to drive to a landing page where the content or promotion lives. This may mean sacrificing opens for a higher click to open rate, but generating opens where the viewer doesn’t actually read the content, isn’t beneficial to your business. 

Build Your Email List 

To build a successful email list, it’s essential to send your emails to a targeted audience. Your viewers should include people who show interest in your industry or products. An easy way to build your audience is to include a “subscribe” button on your website. To register email addresses, you will need to link this button to an opt-in form.

Another great way to encourage subscriptions is to offer users something in exchange for sharing their emails, such as webinars, free trials, and podcast episodes. 

Tone And Timing

While creating engaging subject lines is essential, you also need to create engaging content that resonates with your audience. Content is the key behind a successful marketing campaign, after all. While writing content for your emails, you’ll need to determine the best time to send your emails. This greatly depends on your target audience. Test different times and take note of your open rates to determine what time works best for reaching your audience. 

Design a Template

An attractive email design can be vital to driving conversions. It’s an underrated yet essential part of developing a successful strategy. Here are some things you should consider when designing your email templates: 

  • Use a vertical layout. 
  • Keep your sentences and paragraphs brief.
  • Make your call-to-action button noticeable.
  • Avoid using lots of images. 
  • Provide your contact information in the footer of your page

You are also able to use email platforms such as Mailchimp, ConstantContact, or Sendinblue that provide easy to use templates and drag and drop building tools. Another advantage of using these platforms is that they offer a machine learning-powered send time optimization feature. This feature ensures that your email is sent at the perfect predetermined time. 

Choose Your Email Type 

There are many different email types you can send to your email list. You can choose one or change it up based on the various lists you have segmented. Here are three different types of emails you can start with.

  • Newsletters: Newsletters are a popular email format. They are delivered to your subscribers at the same time during a recurring schedule. This a great way to show your audience any content they may have missed from your website. 
  • Automated Drip Emails– These are emails based on user interactions within your website. Once your subscriber takes action, emails are dripped into their inbox. If a subscriber adds things to their cart from your webpage but doesn’t check out, these automated emails could be sent to gently remind them to head back to your page or provide them with more information on your products. 
  • Promotional and Seasonal Emails- Timed emails that contain great deals to encourage your audience to purchase from your website. The emails usually vary in time and content. 

 Set Up A/B Testing 

A/B testing is a series of tests that allow email marketing teams to change out parts of their email to see what performs best with their audience. Details of your email you can test out include: 

  • Subject line 
  • Testimonials 
  • Headlines 
  • Offers 
  • Images
  • Calls to action

Creating a successful email campaign can seem like a daunting task, but with the tips we’ve listed, you will be able to set goals, plan your emails, and create a strategy that helps promote your business and interact with your audience. If you need help creating your email marketing strategy, shoot us an email at info@foleymarketingadvisors.com – We’re always happy to help!



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