The festive period is quite often one of the few times during the year that business owners and marketing managers get the time to take stock. As business slows and takes a well-earned break, it’s a good idea to start planning your emarketing campaign for next year.
It is often tempting to approach email marketing on an ad-hoc basis, sending emails as and when inspiration strikes. This will work to a degree, but as many an army major will state: prior preparation prevents poor performance.
Here’s some tips on creating a plan that will keep your email marketing fresh, targeted and, ultimately, successful.
1. What’s the goal?
Like any form of marketing, you must start by deciding what you hope to achieve from an emarketing campaign. Do you want people to buy, visit the shop or simply share your story with friends in order to grow your list? Once you know what you’re aiming to achieve, you can look ahead and work out what is important, month by month. What matters in January? What about valentines day? You’ll quickly devise an overhead plan for the entire year.
2. What’s the frequency?
You’ll need to choose a frequency which is right for your business. How often should you send emails? Once a month is a good starting point, but don’t plan to email more times than you can realistically manage – doing so could cause the entire plan to fail.
3. Pick a date
Sending your emails on the same date every month or week isn’t strictly necessary, but picking a similar date within you chosen frequency will set an expectation with your readership – and that’s a good thing. If they get used to receiving an email at a certain time, they’re more likely to engage with it (providing the content is engaging, of course!). Setting a default send time also gives you a solid deadline to work towards, which will ensure you’re less likely to miss sending.
Hopefully that will give you some food for thought over this festive period. Don’t forget to write your plan down. If it’s in your head, it’ll quickly disappear once the new year gets underway. Do so in whichever way you feel the most comfortable – the classic pen and paper, whiteboard, Word or Excel document… If it is in black and white, you’ll be far more inclined to stick to it.