9 Steps To Executing An Email Campaign

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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 optimization, you will decide on the key performance indicators (KPIs) for your campaign as well.

2. Define list

Running a successful email campaign requires that a business has a genuine opt-in database. This database, the list of subscribers who have agreed to allow a company to send them emails with marketing messages, is the most valuable asset of an email campaign.

3. Creative execution

Emails can be created and viewed as HTML or as text emails. Bear in mind, though, that sometimes HTML emails are rendered as text emails.

4. Integrate campaign with other channels

Whilst email marketing can operate as a stand alone marketing campaign, integrating it with other channels, both online and offline, will serve to both reinforce a brand's message and increase responses.

5. Personalize the message

The technology of email marketing allows for mass customization - it is one to one marketing on a macro scale. Even simple personalization can see improved results.

6. Deployment

By creating valuable content, establishing the correct frequency, and testing an email for display and deliverability, an email marketer should be able to ensure an excellent delivery rate. Consistency in deploying newsletters also aids in fostering trust and fulfilling expectation. Emails should be delivered at consistent times, but the best time for best results should be tested.

7. Interaction handling

As well as the emails strategically planned as part of a campaign (promotional emails and newsletters) every interaction via email should be considered as part of a company's email marketing practice.

8. Generate reports

As with all things emarketing, tracking, analyzing and optimizing is key to growth. Email tracking systems produce statistics in a user-friendly manner.

9. Analyze results

Once the reports have been generated, it is time to work out what the numbers are revealing, and to use this information to improve the next email sent out. 

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