Planning is Crucial for Successful Email Marketing

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January 12th, 2009 by Click Consult

Planning is crucial to any marketing campaign, and part of planning includes strategising, and while it will not guarantee success, it will definitely get you closer.

Who, Where, How

What are the objectives of your campaign and what outcome do you expect? Is your campaign in alignment with the goals of your business; is it an ongoing marketing campaign, follow up campaign or something new?

Will you be conducting the campaign yourself, or will you outsource it to an email marketing professional? What resources and intellectual material do you already have and what do you need to get?

Once you have established that your strategy is in line with your business objectives and you have the necessary resources, you need to plan what your campaign will look like by answering some questions like who the message is intended for and how will you get their email addresses?

What is the aim of your message, do you just want to create customer loyalty or do you need them to click through to your website? What format will you use in the email and how will you word it so that the important parts are read first, and apart from that how will you get your message to look attractive enough to get people interested enough to open and read it?

Will you need to put methods in place, which you can use to measure success, and how will you go about getting this information, and lastly, how often will you run your campaign and will you need to send ad-hoc updates?

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