Email Marketing Campaign | 3 Stages of Email Marketing Campaign Management

The 3 stages of effective Email Marketing Campaign Management

Stage 1 – Email Marketing Campaign Clarity

Your first goal for any email marketing is to develop the campaign platform – the identification of your message to market match.

That is, who are you targetting, with what product, and where is the connection between the two. That is the first point of clarity in stage 1 of email marketing campaign management.

Stage 2 – Email Marketing Campaign Preparation

Email Marketing List Selection

The clarity achieved in Stage 1 allows your list selection criteria:

If the list you are mailing to does not consist of precisely the right target audience, then your conversion rates will be low. This may requires customer profiling, data cleaning and suppression? the whole 9 yards.

Email Marketing Design

Remember, the most important thing for a sale is a compelling offer delivered in a 'message to market match'. If your creative genius (or wacko) wants to add in a funky picture or use a funky font, ask him to validate the option by showing you where and how that is similarly used elsewhere in a marketing campaign to your specific target audience. If in doubt, keep it out.

Email Marketing Copy

Copy is king. And email marketing lends itself to a climactic symphony over an extending time. Each email in the equence having a new effect.

First you need to build anticipation and high perceived value in your offering. You also need to build credibility and trust? establish a relationship with the audience. Even interact with the audience by doing surveys or inviting people to comment on a blog or just to reply to your email with their thoughts or questions. Ferret out the top objections that your audience may have to your product offering. Gather market intelligence and prospect insight as part of your early email marketing campaign sequence.

Once you have engaged your audience, identified objections, built credibility, and more? then you are ready for the launch sequence of your product. Take away offers. Scarcity. Bonuses.

Email marketing campaigns are far more involved than cutesy pictures with short copy. They are a replacement of a face to face sales interaction. Respect your audiences intelligence and time. Put your self in their place and ask what would I want to know about this product that would make we buy it.

Email Marketing Testing

Every single mailing you send out should ideally be a split test. Even just testing different subject lines to monitor differences in open rates is a truly excellent start to email marketing campaign testing.

Stage 3 – Email Marketing Campaign Execution

Email Marketing Analysis

Don't just mail once and expect a flood of sales. In fact, often times the first few mailings to a list should not be a product offer of any kind at all.

Email Marketing Feedback

What are the metrics for the campaign. List size. Average order size. Open rate. Click through rate. Campaign costs. ROI. Etc. And what split test variants worked best. How can they be improved or retested for the next campaign phase.

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