There are a bunch of email marketing options out there when it comes to platforms and strategies. The reality is, email marketing remains a potent, trustworthy and predictable tool for businesses. You should be approaching email with a very clear strategy along with very clear KPI’s. But to figure that out, you must first actual understand what is the definition of an email marketing strategy?
We define it as a comprehensive plan dictating how, when, and to whom you distribute emails to achieve your business goals. In this piece, we will delve into the significant facets of an effective email marketing strategy. So let’s get into, here is everything that goes into an email marketing strategy:
Selecting the Right Platform
A successful email marketing strategy begins with the correct platform choice. Comprehensive platforms like Klaviyo offer a range of features, from detailed analytics and database segmentation to automation and easy integration with other marketing tools. Selecting a robust platform paves the way for effective execution and measurable results in your email marketing ventures. Regular Klaviyo audits are also essential to ensure optimal performance.
The right platform largely depends on the industry you are in. But if you are focusing on email marketing for e-commerce, Klaviyo is the go to for you.
Is Email Marketing Right for You?
While email marketing has proven effective for many, it’s crucial to ascertain if it aligns with your marketing goals, target audience, and available resources. Consider aspects such as your audience’s email usage, the intricacies of your messages, and your resource allocation to email marketing. If these elements align, email marketing could be an asset to your strategy.
I think a big thing to consider is the time investment. Email is time consuming and unless you think you can get significant returns from it as a form of marketing, it may not be worthwhile. Shoot us a message if you are unsure about this, we can let you know 🙂
Factoring in SMS as a Potential Addition
The modern marketer isn’t confined to a single communication channel. SMS marketing can complement your email strategy, offering immediacy and high engagement. It shares the personalization and automation features of email marketing, making it a valuable tool in your marketing arsenal. To learn more about SMS providers in New Zealand, check out this analysis.
Capturing New Subscribers
Your email marketing strategy’s effectiveness hinges on your subscriber database. Using sign-up forms to garner new subscribers offers a non-intrusive method of growing your email list. Strategically place these forms on your website, blog, or social media platforms, and consider offering incentives to encourage sign-ups.
We also recommend running giveaways alongside other brands to help build up your own database.
Determining Email Frequency
The frequency of your emails is crucial. Sending too many emails could lead to annoyed subscribers and increased unsubscribe rates. Conversely, infrequent communication could result in your brand being forgotten. Striking the perfect balance requires an understanding of your audience and the nature of your content. Typically, for databases over 2k, we recommend sending four campaigns a week.
Planning Content Strategy
A successful email marketing strategy requires a well-thought-out content plan. What will you discuss? How will these topics tie into your broader strategy? Consider creating a content calendar to structure your topics, align them with business goals, and ensure the delivery of varied, valuable content.
One-size-fits-all is a relic of the past. Today’s consumers demand personalized experiences. Segmentation divides your email list into smaller, more targeted groups, allowing for custom content that resonates with each subscriber, improving engagement and conversion rates.
Aligning Emails with Sales
Email marketing strategy should closely align with your sales strategy. Plan your email campaigns around sales events or product launches. Not only does this offer valuable content to subscribers, but it also helps drive sales.
Emails are a part of your brand and should reflect its identity consistently. This means adhering to your brand guidelines in all aspects, from colors and fonts to tone and messaging. Consistency fosters brand recognition and trust, making subscribers more likely to engage and convert.
Automations and Flows
Email marketing isn’t just about manual campaigns; automation plays a significant role. Automated emails or “flows” are triggered by specific subscriber actions. These could be a welcome email following sign-up or a reminder for an abandoned cart. Effective use of automation significantly enhances your email marketing efficiency. For a better understanding, have a look at the top four email marketing flows everyone should have.
In conclusion, the answer to the question ‘What is the Definition of an Email Marketing Strategy?’ is as follows:
It is an intricately woven plan involving numerous elements, all designed to deliver the right message at the right time to the right person. By understanding and applying each aspect into your broader strategy, you can create an effective, engaging email marketing strategy that drives business success.