All too often we see ad-hoc campaigns being sent with last minute information, but wouldn’t it be nice as a small business operator to be as organised and timely as the big guys with huge budgets and a team of ten?
Large-scale email operations pour thousands, if not tens of thousands of dollars and hours into perfecting their processes. But alas, what happens when you do not have those resources at your disposal? Fear not! We are here to help you create your path and stay on track.
Companies who get the most out of their email campaigns run a preparation process that begins early on, because as we all know, “the early bird gets the worm.”
Of course, we do not always manage it. We do not always have our whole year planned out in front of us, look at 2020, right? No-one could have planned for the tremulous year that has been. But those that had a plan in place would have found it easier to adapt their ideas and move with the tide. Organising your email operation in advance means you will have less to do when the busy periods arrive.
It also means that you can concentrate on doubling your efforts, focusing on catering to your customers’ needs while adjusting and monitoring your campaigns. All of which will bring you better overall results.
So, let us break it down…
Step 1: Start with the important dates for your business
Create a spreadsheet, word document, or simply write them on your notepad. Be sure to list everything of importance for the coming 12 months. It sounds daunting but it is the easiest place to start to build a successful strategy.
And don’t worry if you do not fill every month.
Do you hold an annual sale? Have a product launch or big business anniversary coming up?
Step 2: Fill in the gaps
Gaps? Yes, remember we said you would have some. Don’t worry! These slower months can still be great months for your business.
Do you sponsor a charity? Have a special employee event or team building day. Believe it not, your email marketing list want to see what makes your company tick.
Or, you can have a look at sites like the fact site or holidays calendar and tie your marketing to something related to your industry. Maybe you are a hairdresser, so World Wind Day is a great way to spike the interest of your clients.
Even if the holiday does not directly relate to your business, you can find effective ways to use it in an email campaign promotion. For example, on World Chocolate Day you could offer free chocolate to everyone who visits your retail store. Getting creative like this opens a lot of ways for you to interact with your subscribers.
By taking a few minutes to jot down your ideas, you will have a plan to communicate with your potential customers, loyal followers, and subscribers at least once a month.
Step 3: Plot your emails on your calendar
This calendar can take on any shape or form you desire. If you are not a fan of computer files and want it up where it can be seen at all times, look into a wall calendar or a whiteboard. Or maybe, you have a lot of windows in your office, get some liquid chalk and go to town!
Putting together your calendar is an essential step in achieving your email marketing goals. Not only does it give you a timeline, but it will alleviate last minute stress and work towards increasing revenue, attracting more customers, and fostering stronger relationships with your loyal subscribers.
Then, decide if the opportunity requires a time-based promotion or a non-promotional email.
Hint: A good email marketing calendar should include both. Which we will discuss in our next blog entry.
A well run and executed email marketing campaign represents massive profit potential for many companies, yours included. But for some reason, we still see those last-minute patchwork email blasts. You know the ones we are talking about? They look like a bad copy/paste from last year’s bad copy/paste, and feel like they are targeting Um-Who-Knows-Who?
Creating a plan for your email marketing strategy may seem challenging at first, but by following the steps above you’ll have an effective and easy-to-follow email campaign strategy in no time.
