1. Set your objectives and budget
What do you want to achieve?
- Customer acquisition
- Customer retention
- Brand building
- Cross selling
Key costs of a campaign
- List rental
- Creative costs
- Cost of the offer
- Broadcast costs
- Fulfilment costs
2. Develop a customer profile
Who is your ideal customer?
- Where do they live?
- How old are they?
3. Create an offer
Every marketing email you send must contain some kind of offer, even if it’s a brand building email.
- Quirky offers like a fridge full of beer
- Things money can’t buy like backstage passes to pop concerts
- Latest state-of-the-art goods like an iPod
- Targeted prizes
4. Build your list
- Always test your data first before purchasing the whole list
- Your initial database should be segmented in the manner you feel most appropriate to get to the people you want to reach. This could be by age, geo- demographics profile, income, etc.
- Make sure you are familiar with the laws e.g. consumers must have opted IN to receive email marketing communications from you
5. Create the email
- At the planning stage, you need to strike a balance between the creative treatment, the segmentation of the database, the offer, the call to action and the timing of the email
- Subject line is very important. Make sure you test it against various spam filter products. Avoid words like ‘free’ or ‘cash bonus’.
6. Timing and frequency
- Avoid Monday mornings and Friday afternoons
- Don’t send before 10am and after 5.00pm
7. Campaign integration
- If you have the budget, create awareness of your brand or offer through TV or print advertising to maximise the email campaign
8. Campaign measurement and ROI
- How will you measure ROI
- Everyone makes mistakes. Learn from them and implement changes into the next campaign. Perhaps your list wasn’t accurate, or perhaps your creative could have been better. It’s all part of the learning process!
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