Email as Part of a Bigger Strategy
“For customers to appreciate your email efforts, your messaging must be meaningful to them.”
Email should have a significant role to play within your overall marketing efforts, and form an important part of your communication strategy. Taking the time to formulate a strategic plan specific to your email channel will ensure your day-to-day marketing decisions are informed by research, and driven by your goals.
So, why bother with an email strategy
Testing 📊
Email marketing is extremely measurable, and formulating a strategy will allow you to incorporate a clear and measurable testing plan.You can test different outreach efforts to determine which ones resonate best with your audience.
This may include what content performs better, subject line testing, and much more. Testing helps to continually push the bar, and ensures continual success of your email campaigns.
Decision making ✅
What types of emails should you be sending?
What should they look like?
How often should you send them?
These types of questions will become much easier to answer in the context of a strategic plan, with clear aims, objectives, and methods in place.
From your testing you will be able to deep dive into email performance, drawing detailed conclusions of what does and doesn’t work. These learnings will aid what can be taken forward, helping to improve decisions and future campaigns.
Alignment of all channels 📋
Customers expect a cohesive brand experience across all channels, which begins with aligning your communication strategies.
There are many different ways to encourage this integrated approach. From using social data to inform email decisions, acquiring email subscribers onto social platforms and vice versa, and sharing content to increase exposure.
Focusing on this alignment can grow your brand awareness and help to generate revenue.
Thinking ahead 💭
A forward thinking strategy will form the groundwork to provide you with a clear overarching plan for your marketing campaigns end-to-end needs.
A fundamental step in helping you identify the digital journey or journeys that are required, and enabling you to decide upon the solutions to fit those needs.