e-mail Marketing: Campaign Strategy

Your nurturing campaign should have a strategy behind it.
(We’ll help you develop a winning one.)

Like most business endeavors, email marketing works best when you’re following a plan. That plan needs to address factors such as...

Audience – Are you sending the same communication to the whole prospect list? ...or can you segment the list by degree of “readiness” or other criteria, and send more tailored messages to each segment?

Calendar – Should you condition your audience to look for communications from your company on the same day of the week? Are you taking advantage of potential tie-ins with your company’s product calendar? ...your events calendar? ...relevant milestones of your key partners?

Frequency – What’s the right schedule for communicating with your prospect base? You don’t want to wear out your welcome by crowding their e-mailboxes too often; but you also don’t want to lose share-of-mind with them and be forgotten between mailings. For most B2Bs, the choice generally comes down to either weekly or twice a month. Whichever you choose, just having a schedule is important ...perhaps more so to the mailer than to the recipients; its discipline helps ensure that the next planned mailing won’t fall victim to the myriad day-to-day pressures, as too often happens when the plan is to do a mailing “whenever we have the time”.

Testing – Even the most brilliant marketeers rarely get it totally right the first time. Making matters worse, what’s “right” today doesn’t necessarily stay right tomorrow. So the only way to know that you’ve got the best copy, subject line, visuals, etc., is to build continual split testing into your plan.

Call on the Experts

With its extensive experience (direct mail is in our DNA, after all), eMagine can help you develop and refine an effective email campaign strategy. We’ll ensure that you don’t run afoul of the latest anti-spam regulations. We’ll help you evolve your strategy to adapt to changes in your product line and market preferences. And if you need help with execution (copy, design, hosting/delivery), we’re there for that as well.