You may be running a seasonal campaign that only requires one or two emails, or you might be building a long-term top-of-mind nurturing campaign. Determine the timeline you want the campaign to run. Will the recipients receive the emails at the same time, or is there certain criteria they have to meet before they are enrolled in the sequence or campaign? 6. Your software is smart, but it's not smart enough to automatically know which recipients you're sending to. Thinking about your buyer persona, what properties do they all have in common? How does your CRM describe those properties? You know who you're targeting and what you want them to do. Build a targeted list and define enrollment criteria. What can I provide that will engage and delight them?ĥ.How did they subscribe in the first place?.Some things to ask yourself might include: Put yourself in the shoes of the buyer persona.Īfter you've identified the outcome and the goals you want to hit, you now need to strategize how to provide value to your buyer persona so that they convert, engage, or take the action you want them to take. If you can accomplish this and build it into your strategy, you can get more creative and specific with your messaging. With this in mind, the key to a great email marketing campaign is identifying your audience and using email segmentation to ensure you're delivering to the right people at the right time. Have you ever heard the saying from Meredith Hill, "When you speak to everyone, you speak to no one"? What Hill is getting at here is that if you're watering down your message to apply to your entire audience, you're leaving opportunity on the table - opportunity for creating high-value, specific, relevant content that speaks directly to the recipient. Include specific metrics in your goal so that you can determine if your campaign was a success based on quantitative data. Once you determine the purpose of your campaign, you can then create the targets you want to hit. Follow-up from an abandoned cart event?ĭifferent email campaigns will have different outcomes, requiring different tactics to get there.Download the template now to get your email campaign planning organized. That's why HubSpot created this free email planning template to help you iron out who you're emailing, who you're suppressing from your contact list, and what the email's message is. It's imperative to make a plan before you start emailing your entire customer database. Test your emails and make sure they work on all devices.Always provide a way for them to opt out.Put it all together with a comprehensive email builder.Determine the timeline you want the campaign to run.
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