Mapping Out Your Email Campaign Strategy

In our last blog, we discussed how timeliness, value, and relevance are important to your email campaign. Next we’re going to show you how to effectively map out your strategy.

Update your Signature

Invite people to participate with you in online forums, including everyone who interacts with your business—even vendors and service providers. You can do this automatically by changing your email signature so all of your e-correspondences invite people to link with you through your website, Twitter, Facebook, LinkedIn, and blog accounts. Don’t forget your paper correspondences, too!

Get out your Calendar

Briefly map your 12-month sales history and what you’d like to accomplish in the upcoming 12 months. If widget sales were so hot last July that you got overzealous and ordered more than you could sell, run a clearance special alongside the unveiling of this year’s model. If the bulk of your business occurs in November and December, what campaign materials can you put together to promote an early-bird special in October or a blow-out sale in January?

Once you find your sweet-spot, work on expanding it a few weeks out on either side. If you can identify a lull in your business, ask yourself and your customers what would motivate them to buy during that time. After you’ve outlined your catalyst for seasonal sales, plan to design a message and an offer directly related to the buying group you’re targeting (i.e., clearance shoppers, people who have to have the latest gadgets, emergency buyers).

Send it When They’ll Receive It

We can’t speak to everyone’s e-mail viewing habits, but common sense should dictate that launching a campaign on 5:00 p.m. on a Friday or 3:00 a.m. on a Sunday is not going to garner a terrific response rate. Friday afternoon is a heavy wrap up time so people can get out the office door, and 3:00 a.m. finds most people fast asleep. Ideally, you should send your email in the early to mid part of the week in the mid-part of the day. There is always room for exceptions, especially when the call to action is related to an upcoming event.

Check out our Online Outbox feature that will let you schedule the date and time your message is sent so you don’t have to be present to send it!

Next month: Talking back to your Customers

The Do’s and Don’ts of online communication success.