Creating an email marketing plan sounds more complex than it actually needs to be. We’ve outlined a few of our favourite go-to strategies when starting to develop your own email marketing plan.
1. Know your audience.
If you already have a email list, think about how those people signed up to receive emails from you. If it was from checking out of your online store, then you could classify them as customers. However, if you collected their email addresses from a trade show, they would be considered ‘general audience’ Being able to put these customers into specific categories will help you be able to send relevant content to each group separately.
If you don’t have any email marketing subscribers yet, not to worry! Think about how and why your audience would sign up to hear from you. For example, if you have an online store than your customers probably want to learn about new releases, or sales. Or if you are a blogger, then your audience will want to read about your latest blog posts and updates.
2. Content Creation.
Once you’ve determined who your audience is, it will make it easier to think about what kinds of content will be interesting to them. Your main objective in content is always to be thinking about your email subscribers, and how you can create content that is relevant and that resonates with them. This subtle but important tip provides more value to the recipients of your message and creates more engagement.
For example, if you are a health food company your audience may be interested hearing more than just your products or promotions. Think about other aspects that will further engage them such as healthy recipes, general health tips, how to lead a healthy lifestyle.
3. Tips for creating and gathering content
Know that when someone gives you permission to send them emails that there is a level of trust and responsibility to give them only good quality content and emails. Let your audience know you care, by giving them exclusive insider scoops on sales, latest products, tips or collaborations. Let them be the first to know.
Keep it relevant.
Always think about your audience when you are crafting a message to them. Make sure that you aren’t only sending emails about company news, but that you are incorporating other relevant information as well. Only hearing about the company side of things makes it one sided and not very engaging. Give them a variety of content that they will actually read.
Show your personality.
Inject your emails with a fun tone that shows off your brand’s personality. People buy from people, not brands. Try to show your personality in tone, and the design of the email too. Keep things lighthearted, and maybe even introduce some humor to it.