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8 steps to setting up an eMarketing campaign

5th May 2011

Define, Plan & Prepare your way to success

Email marketing is one of the most cost-effective ways to reach your customers in real time. When setting up an eMarketing campaign don’t under estimate the need for planning.

We have prepared an eight-step guide to help you set up and make the most of your eMarketing.

1. Define your audience and the purpose of your email marketing
First of all, you need to define who you want to send emails to, and why. Email marketing is not about sending emails to all email addresses you can get hold of. Neither is it about sending random messages to people. It is important to be very clear about who you want to contact, and why. Your audience and your purpose are key to your campaign design.

2. Look at your audience again with a bit more depth
Now that you know who you are talking to, and why, you need to tailor your message to your customers. Do you need to segment your audience into groups so you can send a tailored message to each group? Why would your target audience want to hear from you, and what kind of message would they like to receive? Look at your email marketing as a way to go an extra mile and add value to your customers, giving them they information they want, at timely intervals.

3. Define your goal
You will only be able to monitor your campaign and ensure it is successful if you know what you are trying to achieve. Are you trying to increase online sales, or improve click rates for your website? Are you trying to promote a new product of service? Are your trying to get people to come to an event? Defining a clear goal will help you design your campaign more effectively. It will also enable you to monitor your results and change and improve your campaign if necessary. 

4. Design the template
Your email marketing is part of your marketing strategy and should reflect your brand, just like your printed material and your website. Ensure that your email template looks professional and is consistent with your brand. Think about the colours and fonts you want use, the images, and your logo. Consider the tone of voice in your communications – does all of your marketing literature, both online & offline, reflect your brands personality?
Your newsletter needs to look good and be easy to read.

5. Plan for the upcoming campaigns
Decide how often you want to send out your newsletter, and what the content for the following messages will be. You don’t have to send a newsletter if you don’t have anything relevant to say, but it is always better to keep it regular. Planning your campaign in advance will ensure that messages are structured and logical, instead of a scattergun approach.

6. Prepare your email 
Now that you know who you are emailing, and why, you can put the pieces together. Don’t forget to keep your audience in mind when writing the content, particularly if you have a segmented list. Make each email relevant to the particular group. Be polite, professional and concise. Make sure you have the right to use the images you choose for your newsletter – don’t just grab pictures from the internet, as this infringes copyright regulations.

7. Test
Before you send out the email to your list, make sure to test it. Send the email to yourself, colleagues and friends to see if all the links and images are working properly. Ask for other people to read the message to spot any problems. Good eMarketing systems will offer an Inbox Checker service so you can preview how your email will look in the most popular email clients.

8. Send and monitor
Now that you have checked and ensured that your newsletter is just right, you can send it to your list. Over the following days, you will be able to monitor the open and click rates, and perhaps collect feedback from your customers. With this information you will be able to look at trends and find ways to optimize your campaign.

With these tips in mind you can start to think about planning your eMarketing campaign. In our next blog post we will look at some eMarketing best practices. You can always contact us if you need any help setting up, planning or managing your eMarketing campaigns.

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