We recently concluded our multi-city email marketing workshop series on âMission 365 â Right Content, People and Timeâ in Delhi. The workshop, held on July 25th, witnessed full-day presence of 65 marketers from 50+ brands. The entire session & group activities were well planned & executed immaculately by netCOREâs Sr. Consultant, Mr Avadhoot Revankar. Thank you Delhiites, for appreciating the session & being an engaging audience! You rock as always!
As the workshop title says âMission 365 â Right Content, People and Timeâ, the session highlighted the importance of âplanningâ in email marketing. The old saying âSuccess is 90% planning & 10% executionâ is even applicable to email marketing. Before even logging into the email marketing tool, a marketer needs to spend several days & hours planning and conceptualizing a campaign to get the desired results.
Though the components involved in planning an email marketing campaign might vary based on business and their objectives, the below mentioned elements will hold true under any circumstance.
2 key elements in planning an email marketing campaign are:
1. Campaign Calendar
A campaign calendar is like an annual or quarterly marketing plan where you define and prioritize your marketing activities and spends based on some research, past yearâs successes and future experimental activities. A campaign calendar disciplines you, provides a roadmap to all the team members and also helps to tie your email campaigns into your broader set of marketing activities without operating in silos.
Few things to consider when preparing a campaign calendar are
2. Segment and target with personalized and relevant content
Like no two humans have the same exact face, all your customers are also not the same. They belong to different age groups, income groups, geography and have different interests. Defining a segment helps you group contacts with similar attributes together for relevant targeting.
Few things to consider when segmenting your contacts are:
Having these two elements in place will help you plan your email marketing campaigns better thus improving your campaign performance and finally the ROI.
Does your email marketing plan consist of any other elements? Do let us know in the comments below.
PS: The last leg of this workshop series will be held in Bangalore on 7th Aug. To attend, register now
Also, we are planning another series of workshops on email marketing. Â Suggest topicsÂ here