It takes lots of planning and strategies to make email marketing a success. While a quality list of prospects is mandatory to run an email campaign, the success of the campaign depends on how and when you execute it.
Email campaign executed in rush, without proper thought process and planning not only brings poor response rate but also can bring huge unsubscribe rate and worst blacklisting. To make every campaign a response-churning one, you need to prepare an email campaign planner. Include all the necessary steps needed for your campaign. Campaign goals and budget, email list of the right prospects, enticing and impressive message, compelling calls to action, day and time of execution, result evaluation and more.
Once the campaign goal and budget is set, take a look at your email list and decide are you aiming to create a single message for the entire list. Well one message cannot fit all for sure. Segment your list based on various demography, for example age group, budget, interest for b2c and company size, job roles, annual income for b2b. Now create different messages for these segments and test the response. You cannot be sure which message can impress your target segment. Try A/B test and draw a conclusion.
Then comes the day and time, some marketers find Tuesdays and Thursdays as best for sending emails, some say Wednesdays. There are companies who prefer to send emails on Saturdays. To decide what fits best for you, do A/B test and draw a conclusion. Like email message, right audience, and enticing call to action matter a lot for the success of a campaign, it is also important to measure the result of your campaign. The click rate, open rate, number of clicks, unsubscribe rate all play a major role in improving your future campaigns.
With proper planning and timely execution, email campaign brings better result. Preparing a planner for your campaign, keeps you on toes to know how your campaign is shaping and what is needed to improve it.
