20 questions to nail your email marketing strategy
Author: Page Schneider Vandiver November 11 | Blog
Ever wonder what makes a banger of an email strategy?
When it comes to business, generating leads is becoming more and more competitive. The “build and they will come” strategy isn’t really going to cut it anymore and as more and more advertisers shift to platforms like Facebook and Google, prices continue to rise.
So as an entrepreneur, business owner, digital marketer or freelancer, it’s your responsibility to take action to drive traffic and generate high-converting leads.
So where does this begin?
From posting to groups, to SEO, to Google ads and Twitter – it’s easy to get lost in the “shiny object syndrome” of it all, but one strategy continues to stand the test of time and remain one of the most cost effective ways to drive results:
I know what you’re thinking…. but surely email is dead?!?
Consider this, 59% of marketers say that email is their biggest ROI, with an average $40 return for every $1 spent (compared to $2 with Google and $3 with Facebook)!*
Having an email marketing strategy is place is vital if you want to retain clients, warm them up, and increase your return on investment.
But how do you create an effective email strategy?
Consider this, 59% of marketers say that email is their biggest ROI
Here are 20 questions to to nail your email marketing strategy:
1.What are your goals?
Before you get started, think about where you want to be – tailor your email strategy to this.
2. What marketing offers exist
Offering clients discounts, and other special offers is crucial.
3. When are these offers taking place?
Consider your timing – you may have a ‘welcome’ email sequence, or perhaps an ‘after abandoned cart’.
4.WHAT IS THE SALES CYCLE?
Engaging with clients for longer means you will reach higher Average Order Values (AOV). Bottom line – longer email sequences, more engaging campaigns (e.g. with articles, videos, etc.).
5. WHAT IS THE AOV?
Monitor and calculate the Average Order Value.
6.WHAT OTHER MARKETING TACTICS ARE IN PLACE?
Email marketing campaigns are a great place to weave all of your tactics into one. For example, you might want to drive social media referrals.
7.WHO IS YOUR AUDIENCE?
This will impact how you talk to your clients and reel them in. Appeal to your audience by considering what they would prefer – e.g. they may prefer to read, or perhaps watch a video.
8.WHAT ARE SOME ‘NORMS’ FOR YOUR INDUSTRY?
Consider how your competitors are doing and consider client expectations.
9. HOW IS MOST EMAIL MARKETING DONE FOR YOUR INDUSTRY AND NICHE?
For instance, there may be specific regulations in your industry that restrict how or what you present in your email strategy.
10.WHAT ARE SOME CURRENT LEAD GENERATION TACTICS?
Ensure your email sequences are connected in a greater context. Do not make promises you cannot deliver, and ensure your material captures your audience.
11.WHAT IS YOUR CRM?
When it comes to Customer Relationship Management (CRM), you’ll need to consider the user experience when building your email strategy. This will mean avoiding inconveniences such as overused pop-ups or lost emails in the junk folder.
12. DOES YOUR EMAIL LIST NEED TO BE GDPR COMPLIANT?
Dependent on your products or services and your location, you may need to comply with General Data Protection Regulations (GDPR) – ensure to do so.
13. WHAT IS YOUR EMAIL LIST SIZE AND HOW OFTEN ARE YOU EMAILING?
Consider how many people are on your email list, and who are most engaged. Consider whether you’re sending too many, or not enough emails.
14.WHAT ARE YOUR OPEN RATES?
Monitor and assess how often your emails are opened. If low, perhaps you need a more engaging subject line.
15. WHAT ARE YOUR CTR’S?
You’ll also want to measure your click-through-rates (CTR’s). This will help you make improvements where necessary.
16. WHAT IS THE PURCHASE OR CONVERSION RATE?
Are your leads converting into sales? Measure this based on the impact of your email strategy.
17. HAVE YOU BEEN ENGAGING IN SPLIT TESTS?
In order to truly grasp the effectiveness of your email strategy, you’ll need to carry our regular split testing to compare and contrast various options.
18. HOW OFTEN HAVE YOU CLEANED YOUR EMAIL LISTS?
You might hold a very large list, but how many of these participants are active? Try cleansing your list of unengaged clients – a small, active list will be more beneficial.
19. WHAT IS YOUR BRAND PERSONALITY ARCHETYPE?
Be sure to display your unique brand personality archetype, but don’t forget to fit this with your target audience.
20. ARE THERE ANY LIMITATIONS WITH YOUR BRAND, OFFERS OR INDUSTRY?
Finally, you will need to do your research and consider any limitations to your brand, offers and industry. How will you overcome these?
About the Author
Page is a leading online digital marketing expert and Founder of Simply Heaven Marketing and specialises in Facebook media buying and email sequences for eCommerce brands.