If you’ve Google searched and come upon this article it means you're a beginner at the game of email marketing and you’re now looking to upping your game. But don't worry, by the time you finish reading this article you should have a fundamental understanding of the 3 Ws that you need to answer when setting up your email marketing plan.
Getting the 3 Ws right is a key necessity in ensuring you’ve a successful email marketing plan in place. So, what are these 3 Ws ?
- Why are you doing this email marketing campaign?
- Whom are you targeting?
- What will be the messaging in this campaign?
Why are you doing this email marketing campaign?
This question is the first step in creating your plan. You need to define exactly what you want to accomplish from this mailer. What is the action you want the reader to take?
You might be an eCommerce business and might want to inform your customer of a drop in prices on a couple of products he/she searched but did not complete the purchase and you want to bring that customer back to your ecommerce website so that he / she completes the transaction.
Or, you might be a local bakery wanting to inform your regular customers that they can now download your app and place orders online thereby helping you boost sales.
Or maybe you own a chain of fitness centers (gyms), who wants to re-sign members who recently dropped their membership by telling them that they can re-activate their gym membership on a festive sale day and get a 10% discount.
Or you might be a blogger and you want your subscribers to check out your new post.
Once you’ve determined your objective, it’ll not only simplify your task in the next two step but it’ll also help you determine the success or failure of your emailer campaign.
Whom are you Targeting?
It is very important to keep in mind the audience you're targeting with every mailer campaign. The content and CTA need to change with the change in your target audience. The same content with not deliver the same result across across different Target groups.
Let's take example of the gym again. The content for your mailer, if you're targeting in the age group of 15-40 should talk about fitness helping your TG look good. Whereas, if you're TG is in the age group of 40+, the content needs to talk about how the regular fitness and gym can help them stay healthy and fit.
What will be the Messaging in this campaign?
Every emailer is an opportunity to communicate with your subscribers or customers or prospects. It's an opportunity to tell them something new about you or your company or your offering. So don’t repeat the same communication or content again and again to the same target audience.
Even if the emailer was a success the last time, with great open up percentage or a high CTR or Conversion Rate, tweak the content a little bit in the next mailer. Think of it this way, would you be okay if someone sent you the same message again and again, or would you rather just block them or unsubscribe.
Stagnant messaging is a good way to lose subscribers or customers.
If your previous emailer marketing campaign was a bust, consider a different approach. Tweak the target audience of your emailer. Maybe, the current target audience of your mailer didn’t find it relevant. Or for the same target audience, overhaul the complete content of the mailer.
The content of the mailer has to touch a chord with the reader. There has to be one key message which stimulates the interest of the reader and forces him / her to take action on your mailer.
Finally...
There’s no exact formula which can help you understand what kind of messages best suit the target audience you’ve identified, you might need to experiment sightly you might need to experiment sightly till you find a sweet spot.
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