An email campaign is vital to any blended marketing strategy, but how do you actually go about starting an email campaign when you have never done one before?

Here at PDT we like to break the email campaign journey into three phases: Collate, Design and Deliver and finally Analyse.

Collate

In this first step of starting an email campaign you must decide what CRM (Customer Relationship Management) and ESP (Email Service Provider) you will use, examples of these include HubSpot, ACT and Constant Contact. This is where you will house the data you will be emailing to and where you will design, schedule and send emails from. It’s a good idea to choose a provider that allows you to analyse your emails performance once they have been sent.

You then need to decide who you will be emailing, do you already have a healthy opted-in email list you can utilise or will you need to do some collecting. When deciding who to email and gaining email addresses ensure that you are following GDPR rules and aim to avoid generic and personal email addresses.

Once you have decided who you will be emailing and how you will source the data you will get the best return from your emails if you then further segment your lists. You can segment your lists in terms of industry, location and business size. The more segmentation you practice in your email contact lists, the more targeted and specific your emails will be.

Design and Deliver 

Now you need to create the content of your email campaign and decide the frequency of your emails. You could send emails promoting blogs you have just released, introducing new products, services or deals. In every email you should have an interesting subject line and multiple calls to action explicitly stating what you want the reader to do.

When designing your email and the messages you want to send out, you should ask yourself why are you doing an email campaign and set SMART (Specific, Measurable, Achievable, Relevant and Time-bound) goals that you want to achieve. Then tailor your email content to help you achieve these goals. Once the email has been written and designed you can then send the email at a suitable time.

Analyse

Once you have sent your emails out you can then analyse how they are received. You should be tracking and analysing the click-through-rate, reply rate, open rate, bounce rate unsubscribe rate of every email. You can then analyse which emails resonate the best with every segmented list. And improve your performance with every new email campaign.

So that was a brief overview of the three phases of starting an email campaign. If you would like to learn more about how to create an email campaign or would like one created and implemented for you, you can contact us for a chat about it here: https://www.pdtmarketing.co.uk/contact/

Laura Gower

Performance Development and Training Limited – The Telemarketing and Lead Generation Experts

01249 758425

www.pdtmarketing.co.uk

“The team at PDT were instrumental in the making of our new online video marketing campaign. They were sensitive to our audience and brief then creative with their design suggestions, without being overbearing. The filming day was fun and very productive and the post editing result was quickly and efficiently tailored to our requirements. To summarise, we would have no hesitation in recommending you at least contact PDT to discuss your organisations video marketing requirements”

Tim Pearce, Owner & Manager