Planning the perfect email marketing campaign

The most critical factor in creating a successful marketing campaign is planning. You need to know what you are trying to achieve, before trying to achieve it.

What do you want to achieve?

How does email marketing fit in with your overall aims and objectives? Do you want to acquire, retain or research customers, or to just build up the awareness of your brand? You need a clear objective to focus your efforts.

What can I afford?

Depending on your budget, there are several options to email marketing. The most cost-effective option is to do it yourself, by using an email service provider (ESP) such as Gemmail. However, if your budget allows or you simply don't have the time, then a managed campaign may be the most approprate option.

Who will look after this?

By doing it yourself you can monitor your own campaign, however my using a reputable external company you gain the benefit of their experience and expertise.

How long will it take?

Email marketing campaigns typically take between a few hours to a few days from planning to implementation; much faster than traditional direct marketing methods. You don’t have to wait for materials to be printed and posted, so can allow you to immediately react to competitors and environment changes. The results are also instantaneous and you can see the impact straight away. If your doing the marketing yourself, you need to ensure you have the time and commitment to plan and monitor the campaign, however having a marketing team to implement your campaign frees up these resources to be used elsewhere.

And finally you need to know how you will measure the success of your campaign to know if you meet your initial objectives, if it went to plan and what you would change in the future.

Category: Planning your campaign

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