1. Determine the strategy goal
What do you want to achieve with email marketing? Do you want to increase the engagement rate among existing customers? Maybe you want to improve brand awareness? Or maybe you aim to get more conversions?
The goal of email marketing will define the whole scope of your strategy.
However, it’s also important to be realistic. Generally, it’s harder for new businesses to see immediate results, especially without email marketing strategy consultants or dedicated teams. So, don’t expect your first campaign to be a complete success – the chances are it will yield less than favorable results.
Plus, generating ROI takes time, even for big brands that invest millions of dollars in their email marketing campaigns.
2. Build the buyer persona
The next step is to build the buyer persona. This is the fictional description of your ideal customer based on their purchasing behaviors.
For example, if you sell stationery items, you might have Writer Oliver and Teenager Sally buyer personas. Writer Oliver tries all your new products and is your regular customer. Teenager Sally doesn’t have much money so she only shops on your website when you have sales or drop cheap and cute pencils.
These can be useful for creating personalized email campaigns.
However, if you sell services, you can base your email marketing strategy on your overall ICP research. In that case, you’ll create the profile of companies instead of individuals. Here’s a simple example of ICP:
SaaS companies and startups in Europe that received funding and struggle with data analytics.
3. Segment your audiences
Email segmentation is also a major part of successful email marketing campaigns and that’s why it should also be part of your strategy. It’s the process of grouping your audience based on their interests, demographics, professions, or behaviors.
This can be done with the help of your Customer Relationship Management (CRM) software, sign-up forms, email marketing platforms, email marketing software, lead magnets, or general research you conduct in the early stages of strategy development.
The key is to source information (ethically and legally, of course) to come up with a better email content marketing roadmap.
Audience segmentation should be in line with your buyer personas or ICPs.
4. Look into the previous emails that worked well
You’ll find plenty of insights if you analyze your previous emails that performed well. You shouldn’t just examine the type of content of the email. Instead, examine all the bits and pieces.
Try to figure out which subject lines worked better and use similar tactics during your testing (more on that below).
Take a look at the email designs your audience responded well to. Did they engage with image-heavy or responsive emails? Did they favor HTML content? All of these should be done by examining the data and basic metrics. Pay attention to spam complaints and their correlation with the design.
If your subscribers hit the spam button on any of the design types, sticking to a plain text format may be a better approach.
While choosing the design, you should also figure out which email clients your target audience is using. HTML or interactive designs may not be supported by all mailbox providers. So, you can use them as a list segmentation tactic to ensure your emails are loaded properly for all your recipients.
5. Research your competitors’ emails and their audience
Competitors’ emails are also a good source of information. Whom are they targeting and how? If your target audience is the same, their approach can turn into an inspiration for your strategy.
But it should only be an inspiration. Learn from their methods but adjust them to your product, business, and goals.
6. Conduct A/B testing
A/B testing or split testing involves testing different portions of your emails separately. For example, if we were to A/B test the subject lines, we’d use different subjects in our emails and send them to pre-chosen groups of subscribers. The one with better performance would be our final choice.
The same goes for pre-headers, email bodies, CTAs, links, email templates, etc. You can A/B test basically each component of your email. Make sure that your testing options differ from one another substantially.
Through A/B testing, you’ll find out what will work before targeting a wider audience. It’s part of experimentation. The chosen tactics can then be included in your email marketing strategy.
7. Run several marketing campaigns for testing and turn successful ones into automated emails
Marketing campaigns themselves are basically tests that marketers conduct on a regular basis. Best emails are turned into marketing automation. For example, the brand’s go-to welcome email that is sent automatically was once a marketing campaign that performed well.
Email automation might sound like a task for developers, but most modern email marketing services or even email marketing tools offer that option right off the bat.
8. Create a detailed roadmap
The roadmap of email marketing campaigns is probably one of the most important components of your strategy. It should be based on the segments of your audience, buyer personas or ICPs, and user life cycle journey. It should also detail the responsibilities of each involved team: be it copywriters, marketers, or designers.
You should carefully plan which emails go first. A weekly newsletter can’t be sent before a welcome or onboarding email. So, make sure you include detailed descriptions and schedules of each marketing campaign in your strategy.
9. Track your results and make adjustments
The success of the email marketing strategy is determined through metrics. So, you’ll need the following:
- Conversion rates – the percentage of your recipients who clicked the links in your emails and completed the targeted action.
- Email open rates – the percentage of people who opened your emails (Note: Apple’s Mail Privacy Protection affects open rates, so you might consider skipping this metric if your audience uses Apple Mail to open your emails).
- Click-to-open rates (CTO) – what percentage of people who opened your email clicked the links in it.
- Click-through rate (CTR) – the percentage of people who clicked the links in your emails.
- Unsubscribe rates – the percentage of recipients who unsubscribed from your mailing list.
- Bounce rates – the percentage of emails that failed to get delivered at all.
- ROI – return on investment i.e. how much money you spent on the campaign and how much you earned as a result of it.
Email marketing best practices from Coupler.io
To gather experience-based email marketing tips, we spoke to our colleagues from Coupler.io, Inna Shevchenko, Head of Marketing, and Oleksandr Khrystiuk, Sales Development Representative. They detailed the following best practices based on findings from their effective email marketing campaigns.
- The number of emails you send matters – limiting your emails to 2-4 per month is the optimal solution;
- For email sequences, several senders are better than one – the variety of senders can help add a personal touch and authenticity to your emails. It can also prevent your emails from being marked as spam. Remember that you should maintain consistency in the tone and messaging of your emails. This will make them more recognizable to your audience.
- CTAs should be clear and stress the value for the audience – we recommend using action-oriented language that emphasizes the benefits for the user. With this approach, you’ll ask them to act while offering something in return. For example, ‘Try it free for 14 days’ will result in more clicks than ‘Sign up now’.
- Sometimes straightforward subjects are what you need – they are less spammy and reveal the content of the emails right away.
- Emojis aren’t always good for emails, especially in subject lines – they usually don’t perform well and can even trigger spam filters.
- Get straight to the point – the opening sentence of your email is your chance to indicate what the email is about and what value it can bring. So, we recommend using bullet points or headers to make the email easy to scan and digest.
Coupler.io was also kind enough to share one of their most successful email campaigns – the Black Friday Sale. They targeted churned users and users they lost after the free trial. The campaign had an open rate of 36.73% and 33% of the coupons were used as a result.