email marketing

Email Marketing Plan and Strategy

To make the planning part easier, I’ve highlighted some best practices you’ll want to consider when devising a strategy for your email marketing.

  • Define your audience

No matter what you sell, you need to have a clear idea of who your audience is in order to effectively communicate with them. Hubspot lets you dig a little deeper to segment users within your audience so you can send them personalized and targeted emails that help increase engagement, build trustful relationships and generate greater ROI.

  • Signup sources

Some of the most valuable data your signup form has to offer is how and where subscribers sign up for your list. Knowing where your customers joined your list can give you a better idea of how to communicate with them and where you might want to focus your marketing efforts going forward.

  • Segments and groups

Once you’ve identified smaller collections of people within your larger audience, you’ll be able to create groups and segments to send more relevant and personalized emails to your recipients—and the more relevant the campaign, the better the results..

  • Decide what to write

Now that you know who you’re writing to, it’s time to think about your content. What do you want to say to your audience? What is your content marketing strategy? You’ll want to send emails with purpose, that really speak to your subscribers, so always keep in mind what they signed up for.

  • Establish your sending frequency and goals

There’s nothing set in stone about how often you should email your customers, but if you send too often, your subscribers are likely to tune out what you have to say or unsubscribe altogether. Some users that run a blog or news website might choose to send daily updates to their subscribers, while other users only send twice a month so subscribers stay excited about their emails. Choose to send your email campaign at your own pace, and check the unsubscribe rates and the click through rates to adjust the frequency if needed.

  • Make a schedule

One way to make sure you’re staying on track is to create a content calendar to schedule your campaigns, blog posts, social media posts, and more. Your email marketing schedule will depend on your industry, the types of content you send (content marketing strategy), and your sending frequency.

  • Design tips

When designing email campaigns, focus on your message and keep your design straightforward. We suggest laying out all the elements for your campaign in a hierarchy, putting your most important information or the main takeaway toward the top so people can quickly scan your email if they’re short on time.

  • Code your own templates

Looking to have more control over your email design? You have the option to code your own HTML template and import it to Hubspot.

  • Measure your performance

The marketing analytics data collected in your Hubspot reports will help you refine your marketing strategy going forward.

  • Opens and clicks

These are the most obvious statistics for measuring campaign engagement, as they indicate how well your subject lines and campaign content resonates with a particular list. But it’s important to consider how your open and click through rates compare to other companies in your industry—otherwise you’re looking at your statistics in a vacuum.

  • Website traffic

The campaigns you send can help you direct more traffic to your website. And there are a few integrations you can sync with Hubspot so you can track any trends in website traffic activity after you send a campaign

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