eTarget's 5 steps for starting your email marketing program.
1. Collect email addresses
2. Create an email template
3. Determine what emails to send
4. Plan how often and when to send your emails
5. Start sending!
Review all your interactions with customers and add a step where you ask for an email addresses. Sending emails to a purchased list is not much different than spamming and you do not have an established relationship with the recipient to lean on and foster.
Here's some ideas to build your lists:
Your email design (template) should reflect the image of your business. If you have a website, be sure to make the colors, images and design similar. Remember to think of a format that allows flexibility, you to send coupons, tips, etc. You will likely need multiple templates.
eTarget provides free templates that will get you started. You can modify them, we can modify one for you or we can create a custom template for you that matches your web site and other marketing collateral.
Think about your email marketing goals and get a plan on paper. Give some thought to what you hope to accomplish with your email marketing efforts. It may be to generate leads, acquire customers, create more transactions and revenue or build company awareness to enhance your company's brand. Understanding your goals will allow you to build a plan. Every step of your email campaign process should reflect the goal.
Once you are up and running look to add segmentation, better deliverability tactics, introduce A/B split testing and perform continuous analysis and improvement.
Think about the type of information that would encourage your customers to read and respond to your emails. Here's some email ideas:
Now you have to determine how often to send the messages you've outlined above. When you're done you can even schedule your fully completed email communications in advance to be sent automatically.
Here's some frequency ideas:
We'll bet you are currently receiving lots of email marketing messages from retailers and maybe even from your competitors. It's time to get started!