US: +1 888.488.5478  AU: +61 290081197  SG: +65 31589582

One of the Largest B2B List Providers

Home / Blog / Business / sales

Blog

A Step-by-Step Guide to Creating an Email Marketing Campaign Plan

posted by Margaret Spencer on November 7, 2017

A Step-by-Step Guide to Creating an Email Marketing Campaign PlanHere’s a number to think about: 3,800%. That’s the average email marketing ROI according to the DMA. But just because you’re doing email marketing, too, doesn’t guarantee you’ll also be getting the same spectacular returns. To generate decent ROI, you first need to develop a working email marketing campaign plan.

Putting together a coherent and doable email marketing campaign plan remains a daunting challenge for a great number of marketers. A lot of moving parts make up a typical email campaign, and it’s easy to get lost in the dizzying details. But with a clear planning process, the task becomes more manageable. Today’s post provides a step-by-step guide to campaign planning, plus a ton of email marketing tips and tricks to get you started.

 

Step 1: Set specific campaign goals and objectives

As email marketers, we’ve been raised to believe that everything starts with the list. But this mindset needs to change. Goals and objectives actually precede the email list. Everything only follows once you’ve identified the things your campaign needs to achieve.

Some email marketing campaign goals include:

  • Reaching out to cold prospects
  • Nurturing email prospects
  • Welcoming new subscribers
  • Verifying/Updating subscription
  • Promoting/Announcing new offers
  • Achieving conversion goals
  • Responding to triggers or actions

 

Step 2: Identify the types of emails to be used

Once you’ve specified your campaign targets, it’s time to figure out which types of emails work best for the tasks at hand. Marketers use dozens of email types, but these can be grouped into:

  • Prospecting Emails – These are emails sent to identify new opportunities for customer acquisition
  • Nurturing Emails – These are emails that cultivate relationships with leads, subscribers, or existing customers.
  • Promotional Emails – This type of emails announces offers or company-related news.
  • Transactional Emails – These emails are sent in response to a specific action or trigger.

 

Step 3: Know the target audience and segments

This looks like a fairly straightforward activity. But almost half of marketers still fail to segment their lists into relevant groups. There’s more to audience identification than simply knowing your target market. You have to define specific buyer personas that serve as your ideal audience profiles.

We’ve written about effective ways to segment a list in a previous post, and the key points are worth repeating here:

  1. Start with basic firmographics
  2. Map emails to sales funnel stages
  3. Follow a contact’s clickpath on your site4Find out what content they’re engaging with
  4. Find out what content they’re engaging with
  5. Keep track of responses and activities
  6. Apply a lead scoring scheme

 

Step 4: Flesh out a robust sending schedule

Now you’re ready to set the schedule and frequency of email send-outs. Different sources cite varying optimal times of day and days of week for sending out emails, but it’s good practice to test this out for your own campaign. The same holds true for sending frequency.

While not all campaigns need a detailed sending schedule, the following email marketing tips and tricks for scheduling will help you find the right send-out times:

  • Start with the widely-accepted “best” times for sending out emails (Tuesdays through Thursdays, between 8:00 a.m. and 10:00 a.m.)
  • Let subscribers indicate how often to receive emails
  • Keep initial follow-ups to within 3 days of last touch point
  • Sync nurturing emails with your content calendar
  • Tweak schedule and frequency based on campaign results

 

Step 5: Brainstorm content and design ideas

You now have the why, what, who, and when of your email marketing campaign plan. The next things to think about are your emails’ content and design. Compelling copy and great design go hand-in-hand at producing successful email campaigns.

In terms of content, your emails need to speak to your audience and achieve a purpose. Consider the following tips when crafting email copies:

  • Use a catchy subject line
  • Make the copy easy to scan and skim
  • Keep it short and strong
  • End with a clear CTA

For the design, it’s the message that dictates the email’s look and feel:

  • Place main takeaways and CTAs at the top
  • Divide text into sections
  • Use contrasting color schemes
  • Format everything for easy skimming

 

Step 6: Choose suitable metrics and KPIs

You can’t manage what you don’t measure. That’s why selecting a suitable set of metrics is part of campaign planning.

Email marketing continues to be one of the most data-rich marketing channels around today. So, if you think “vanity metrics” (delivery rates, open rates, CTRs, bounces, spam reports, and unsubscribes) can tell you everything you need to know about your campaign, then you’re leaving a huge insight gap in your program.

To ensure your dashboard displays only the right numbers, follow the below steps:

  1. Revisit your campaign goals and objectives
  2. Use metrics that determine if you’ve reached each goal
  3. Look at all your campaign data sources
  4. Know which pieces of data improve timing, content, and impact

 

Step 7: Outline a clear process for testing

The final step in the planning process is to come up with a program for testing and tracking your email campaign. Testing allows you to continuously improve your email marketing campaign plan. So, you need to hammer out a workable testing procedure before hitting “send”.

But, with so many individual components to test, creating a testing plan (as well as carrying it out) can feel overwhelming. Put the following tips into practice to make this part of the planning process run more smoothly:

  • Test basic elements first
  • Focus on one component at a time
  • Make your sample sizes sufficiently large (i.e., at least 1,000 observations)
  • Use consistent schedules when testing
  • Trust the test results over gut-feelings, no matter how counterintuitive

 

Conclusion

At this point, you now have a working email marketing campaign plan. But before you hit send, it’s crucial to go over your outline once or twice to make sure you’ve covered all the essentials.

If you think some aspects of your campaign look tedious or too time-consuming, then a good email marketing automation tool can make things easier. In addition, reputable email marketing service providers help you carry out part or all of your campaign activities more effectively.

What other steps do you follow when putting together an email marketing campaign plan?

Posted in Business | Contact Database Provider | E-mail marketing services | Mailing List Provider | marketing | sales with no comment


How to Decide Between Lead Generation vs Demand Generation Services

posted by Margaret Spencer on October 24, 2017

In this day and age, it’s surprising that quite a number of B2B marketing folks still get the terms “lead generation” and “demand generation” mixed up. Although these two activities remain inextricably linked, they’re not the same thing. That’s why if you’re out on the market looking for lead generation or demand generation services, it’s […]

Posted in B2B Leads | B2B Marketing | Business | Business Advice | Contact Database | Contact Lists | Lead Generation | marketing | Marketing Tips | sales with no comment


5 Ways to Find Email Addresses for Account-Based Marketing Campaigns

posted by Margaret Spencer on October 10, 2017

Despite rewriting the rules of marketing and turning the traditional sales funnel model on its head, account-based marketing (ABM) still very much relies on good-old email as one of its most effective tactics. That’s why you still need to find email addresses that let you reach out to every decision-maker who’s part of the buying […]

Posted in B2B Leads | B2B Marketing | Business | Business Advice | Contact Database | Contact Lists | Lead Generation | marketing | Marketing Tips | sales with no comment


4 Ways to Use Influencer Marketing for Faster Fresh Leads Creation

posted by Margaret Spencer on September 27, 2017

  It sometimes pays to stand on the shoulders of giants to extend your marketing messages’ reach and impact. That’s why influencer marketing is an ideal strategy for speeding up fresh leads creation and conversion. Influencers can help you connect with a larger audience or reach deeper levels of engagement which you’d most likely have […]

Posted in Advertising Company | appointment setters | B2B Appointment Setting | B2B Contact Database | b2b contact leads database | b2b contact list | B2B Leads | B2B Mailing Lists | B2B Marketing | B2B Telemarketing | Business | Business Advice | Business Contact Database | Business Contact List | Contact Database | Contact Lists | Lead Generation | marketing | Marketing Tips | sales with no comment


6 Firmographic Info to Gather on Your Next Contact List Appending Run

posted by Margaret Spencer on September 15, 2017

In B2B marketing, getting to know your prospects and leads better can oftentimes require adding more fields on your marketing database. That’s why contact list appending remains a critical component of a modern B2B marketer’s data management plan. When done right, data appending enables you to paint a sharper image of potential customers, so that […]

Posted in B2B Leads | B2B Marketing | Business | Business Advice | Contact Database | Contact Lists | Lead Generation | marketing | Marketing Tips | sales with no comment


6 Actionable Ways to Segment Information Technology Mailing Lists

posted by Margaret Spencer on September 12, 2017

Whether IT managers, directors, or CIOs (or all three) make up your information technology mailing lists, reaching out to an organization’s IT decision-makers via email can be a tough nut to crack. IT folks tend to be a well-informed bunch (i.e., keeping up with developments in their field is an unwritten item on their job […]

Posted in B2B Leads | B2B Marketing | Business | Business Advice | Contact Database | Contact Lists | Lead Generation | marketing | Marketing Tips | sales with no comment


5 Tradeshow Tips to Grow Human Resource Email Lists the Right Way

posted by Margaret Spencer on September 7, 2017

Surveys reveal that between 75% to 77% of B2B marketers rank in-person events like tradeshows and conferences as their top-performing marketing tactic. Tradeshows are great venues for finding qualified leads in an industry or market, since these events are where you’ll typically meet decision-makers, influencers, and thought leaders face-to-face. That’s why, if you’re looking for […]

Posted in Advertising Company | b2b contact leads database | b2b contact list | B2B Leads | Business | Business List Provider | Contact Database | Contact Database | Contact Database Provider | contact leads database | Email List Provider | marketing | Marketing Tips | sales with no comment


4 Tips to Better Gauge the ROI of Your Custom Targeted Database

posted by Margaret Spencer on September 2, 2017

In a previous post, we took a look at five key metrics to gauge your list’s performance and effectiveness. But we left out one crucial KPI that you should always be keeping track of: the ROI that your list generates. As we’ll see below, measuring exactly how much return a Custom Targeted Database brings to […]

Posted in B2B Contact Database | b2b contact leads database | Business | business directory database | Contact Database Provider | E-mail marketing services | Email List Provider | marketing | sales with no comment


5 Metrics to Measure the Health of Your B2B Contact List

posted by Margaret Spencer on August 31, 2017

You can’t manage what you don’t measure. That’s according to an old business adage that’s still relevant in marketing today, especially now that marketers are drowning in an ocean of metrics and KPIs that let them know what works and what doesn’t. So what numbers should you be keeping track of to get a feel […]

Posted in B2B Appointment Setting | B2B Contact Database | b2b contact leads database | b2b contact list | B2B Mailing Lists | Business | marketing | sales with no comment


A 5-Point Data Hygiene Plan for Your B2B Contact Leads Database

posted by Margaret Spencer on August 26, 2017

You may not know it, but you’re wasting at least 12% of revenues due to bad marketing data. That’s according to a review from Econsultancy that says bad data tend to directly impact profitability in as much as 88% of companies. That’s why proper data hygiene is as important as ever, since practically every marketer […]

Posted in B2B Contact Database | B2B Mailing Lists | Business | Business Contact Database | E-mail marketing services | Emailing List Provider | marketing | sales with no comment


Page 1 of 37123..1020..Last »
Back Top
Free Subscription Plan Promo
REGISTER NOW
AND GET 50 LEADS FREE!