1. Increase repeat visits
3. Increase sales
2. Build a loyal following
4. Easy to measure
Firstly, the global targets and milestones that are intended to be achieved with email marketing have to be defined. If such goals are not defined properly and only pure activism dominates, email marketing campaigns most probably won’t succeed. Email marketing is not a sprint but a marathon and therefore the path and the goal must be defined clearly so that the provider does not drift off the track.
Once the overall objectives are determined, it should be clear which target group to address as well. So. the email addresses of the members of these target groups must be collected or rented. In addition, it would be good to obtain their permission to send them emails.
The data of the target groups, such as email addresses and any other information (e.g. first name, last name, gender, desired email format, etc.) must be stored in a database that will personalize the emails accordingly. If additional profile information from email recipients is asked, in order to be able to customize the content of the emails, for instance, it’s stored in the database, too.
In the next step the actual concept of the emailing broadcasts is determined, which means the tactical objectives and the deriving communication frequency for instance (a single action, a regular newsletter, or a multi-stage campaign), or the tonality (of genuine style and discreet design, up to uncouth language and hip layout.
For every email campaign appropriate content for the target group and concept has to be produced. These consist of editorial and/or advertising texts and emails in HTML format, in addition to photos, graphics, and any other visual elements.
After defining the concept and the content for the message, the email has finally to be set up. So has, for instance, the order of the texts to be classified, and variable or optional text blocks have to be specified in addition to the decision which audiences will receive the corresponding text block. Finally, there are the headers and footers, as well as the information for the email headers (e.g. sender address, subject line).