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If you have decided to implement a new email marketing campaign you have already realised the benefits of email as a powerful tool to communicate quickly and effectively with your clients and at very little cost too! But where do you begin and how should you go about planning a campaign for the coming months? While it can be tempting to launch straight into sending an e-bulletin when it is so quick and easy to set up you will see far better results with a little careful planning. Firstly think about who you are sending your communications to. If you have an existing contact database and a wide range of clients then you may be best off dividing your contacts into different target groups so you can make sure your customers only receive the information they need and that is relevant to them. Next you will need to allocate a budget for the marketing scheme and decide who will be involved in implementing it. The actual costs of running a campaign are fairly low; most email marketing software will charge less than 1p per email sent. However, there may be non-monetary costs to consider such as time and resources. Following this a schedule will need to be created for when the campaigns must be completed and sent. Will a monthly email be adequate or will you get more response from sending something every week? Remember you don’t want to overload your clients with information and risk spamming. Think about when in the week / month will be the best time to reach your customer. For example, if you are emailing a business contact then you don’t want contact them on a Monday morning when they are most likely bogged down with more important tasks. Decide on a style and theme for your emails. Customers are known to respond well to a story so you may think about including case studies or an ongoing topic throughout the issues of your e-bulletin. Try not to make the content to sales focused and keep the language informal and personal as if you are speaking directly with the recipient. Always check your email with a spam filter and steer clear of phrases that could cause your email to be blocked. These include words like ‘free’ and ‘offer’. Be sure to set aside some time to review the success of your ongoing campaign and discuss ideas for future emails. If you are using an email marketing service then you should be able to easily track the open rates and see if anyone has followed a link to your website for further information. If you require email marketing solutions to assist you in your new campaign there are a wide range of email marketing services available. Many are free to join and operate on a low-cost pay-as-you-go system so there is no contract or long-term commitment.
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