posts/how-to-create-an-email-marketing-strategy
How to Create an Email Marketing Strategy – Lucent Innovation
How to Create an Email Marketing Strategy

How to Create an Email Marketing Strategy

Believe it or not, people receive an average of 121 emails every day. That means there is a high probability that your marketing  emails will get lost in crowded inboxes, or worse, be sent to the spam folder. To avoid this, you need to develop a proper email marketing strategy. Let’s learn how to create one.

  1. Define Your Audience

    It’s crucial to have a clear understanding of who your audience is in order to effectively communicate with them. You need to start with identifying who your target customer demographic is and then send them personalized and targeted emails that help increase engagement, build trustful relationships and generate greater ROI.

  2. Identify your goals

    Identify the average email stats for your industry and use them as benchmarks for your goals.

  3. Create a Way for People to Sign Up

    An email list includes users who have allowed you to send them your business content. You need to build that list so that more and more customers are subscribed to your content. However, don't be discouraged if you have a small list in the beginning because it usually takes time to build it up. Check out our article to learn how to build your email list.

  4. Choose an Email Campaign Type

    There are various types of email campaigns you can run, such as; welcome emails, event invitations, digital newsletters, etc...  Start by learning about the different types of email campaigns and decide which is best for your audience. You can also set up different lists for different types of emails, such as welcome emails only for new customers. This way customers can sign up for only the emails that are relevant to them.

  5. Make a Schedule

    First establish your sending frequency and goals. Some businesses such as blogs or news websites may send daily updates to their subscribers, while others only send once or twice a month. Then create a content calendar to schedule your campaigns, blog posts, social media posts etc... Your email marketing schedule will depend on your industry, the types of content you send, and your sending frequency.

  6. Measure Your Results

    Establishing and tracking key metrics will help you make small changes to your emails that will yield large results. Some important KPIs (Key Performance Indicators) to track are: 

    1. Opens and Clicks-  This will tell you how well your subject lines and campaign content resonates with a particular list. Be sure to compare the rates with your industry benchmarks.
    2. E-commerce data- such as purchase data for your subscribers or subscriber profiles.

    Website traffic- trends in website traffic or e-commerce activity after you send any campaign.

Read our other articles in our Series on Email Marketing:


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