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Add Email To Your Marketing Mix
If you are serious about adding email to your marketing mix, you should take email seriously enough to develop a plan for it. Too many organizations launch a half-baked email program and then are disappointed when it doesn't live up to expectations. The plan does not have to be as long as War And Peace, but it must include a few key elements so that you can develop a focused, targeted, measurable program that gets results. At a minimum, here are the elements that Hoover ink recommends: * Objectives * Audience Definition * Key Messages * Format * Tactics * Timeline * Budget * Measurement First, determine what is it that you want the email program to achieve from marketing and communications perspectives. Is this a newsletter designed for relationship management purposes, or is it a sales-oriented vehicle? Are you trying to build awareness, generate leads, increase web traffic, encourage loyalty, or close sales? Next, you need to define audiences. Who are you trying to reach? What do you know about them from demographic and psychographic perspectives? Are you addressing multiple audiences? If so, do you need to segment your audiences and develop emails with different messages? How will each audience profit from our communications. Now, what is it you want to say to each audience? What's the nature of the content? Will this include just editorial information or will it also contain some sales-oriented material? Closely tied to messages is your format. Are you producing a newsletter with a lot of editorial material, or does it contain just brief snippets of information? Is it an announcement list, a discussion list, or just commercial messages? Think about your audiences as you develop the most appropriate format. Your tactics section lays out tasks and who is responsible for them. What technology do you need? Do you have in-house email capabilities or should you use an application such as nTarget? How will you build and manage your list? How will you acquire new subscribers? Who will create content, design and distribute the email? After you answer those questions, it's time to turn to your timeline. Develop a schedule for having your technology in place, building your list, creating content, designing and distributing the email. Determine if this will be a one-time mailing, or if it will recur on a weekly or monthly basis. Your budget may help you answer many of the questions above. Small budgets may mean you complete a lot of the work in-house. Finally, it's time to establish criteria for measuring the program. An awareness program may call for some baseline research so you'll know how you are doing. A relationship management program may measure customer retention. Increased click-through from your email to your website is also a measurable element. Sales-oriented programs might measure total sales from email, or incremental sales increases with individual customers. No matter what your objective in using email, spend a little time cooking up a plan so your results won't be half-baked. Harry Hoover is managing principal of Hoover ink PR, http://www.hoover-ink.com. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Duke Energy, Levolor, North Carolina Tourism, Ty Boyd Executive Learning Systems, VELUX and Verbatim.
MORE RESOURCES: 23 Welcome Email Subject Lines for Your New Subscribers The Motley Fool Best email marketing service of 2024 TechRadar Email Marketing Tactics That Work Social Media Examiner Best Email Marketing Software and Solutions 2024- businessnewsdaily.com Business News Daily Celebrating the best in email marketing Fast Company The Future of AI in Email Marketing WebProNews Agency Fusion: Email Shops Team Up To Offer Services To Enterprise Clients 05/13/2024 MediaPost Communications Email Marketing Tips to Make Your Next Campaign a Success Business News Daily Email Marketing Delivers ROI of up to $40 for Every Dollar Spent Spiceworks News and Insights The Future of Email Marketing: Data and Personalization Business News Daily Five ways AI supports email marketing eMarketer Litmus Unveils Email Marketing Innovations with New Personalization and Monitoring Capabilities PR Newswire Top 15 AI Email Marketing Platforms to Grow Your Business Influencer Marketing Hub Brandon Names Marissa Locher as Email Marketing Manager to Drive Innovative Campaign Strategies and Client ... Charleston Regional Business The Smart Lab: Advanced Email Marketing Strategies for Mother's Day National Jeweler B2B Email Marketing Opportunities for Better Engagement MarketingProfs.com How Email Marketing Innovations Will Impact Brand Strategies Demand Gen Report Engage, Convert, Repeat: The Winning Formula of SMS and Email Marketing - SPONSORED CONTENT FROM Intuit ... HBR.org Daily Constant Contact Review 2024 | Email Marketing and Survey Software Reviews - businessnewsdaily.com Business News Daily Google’s February 2024 Gmail Updates: What You Need to Know Spiceworks News and Insights 14 of the Best Email Marketing Templates for 2024 Influencer Marketing Hub Google and Yahoo Are Cracking Down on Inbox Spam. Don't Expect Less Email Marketing. The Wall Street Journal 20 Top Email Marketing Tools for 2024 and Why Simplilearn Email Marketing Friday Forum - February 9 MarketingProfs.com Email Design Trends for 2024 Designmodo CRM Email Marketing Software Platforms | CO- by US Chamber of Commerce CO— by the U.S. Chamber of Commerce Email Marketing for Small Business: 4 Key Tips Funding Circle 7 Email Marketing Best Practices in 2024 Metricool 9 Email Marketing Predictions for 2024 to Boost Engagement and Revenue Influencer Marketing Hub Does email marketing still matter, and why? MintTwist Blog What's Working In Email Marketing? Optimizing Content Across Devices, Increasing Personalization Demand Gen Report The 8 Most Notable Email Marketing Trends Influencer Marketing Hub 9 of the Most Effective Email Marketing Best Practices For 2024 Influencer Marketing Hub The Ultimate List of Email Marketing Statistics Influencer Marketing Hub Are your email campaigns accessible? Marketing Beat 100 Email Marketing Statistics Every Business Should Know Small Business Trends Free Email Marketing Templates Designmodo Survey: Spike in Use of AI in Email Marketing Associations Now Combining SMS and Email Marketing to Drive Better Customer Engagement and Business Outcomes Webinar ... HBR.org Daily Email Marketing for Retention: Keeping Your Clients Close with Jeff Felten Legal Talk Network 5 Email Marketing Tips to Increase Open Rates in 2024 Influencer Marketing Hub 11 Email Marketing Tips For Your 2024 Email Marketing Campaigns Influencer Marketing Hub Top 23 B2B Email Marketing Statistics You Need to Know in 2023 Influencer Marketing Hub Campaign Monitor Review PCMag |
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