Episode E2.010 Managing Email Campaigns

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Introduction
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Show Objectives - The Why
Each of your customers receives a plethora of emails every day. That means, if you don’t take the time to develop a strategy, your emails will get lost in crowded inboxes, or worse, be sent to the spam folder.

You can learn how to build an effective email strategy and send emails that people actually want to read. It just takes a plan (one that can be broken down into a few key steps). When you take the time to create and MANAGE your email campaign you will be able to tap into one of the most cost effective sales channels and your startup will grow and prosper accordingly. 

Key Issues - Owner Perspective:

1. create campaign scope, 
2. integrate with current platform and processes, 
3. macro message - throughout the campaign, 
4. micro message - per ad buys, emails, etc., 
5. A/B test with small ad buy, 
6. invest in the winner 

What You Need to Know - The What
An Email  Marketing Campaign is a targeted outreach to customers (current, past, and future) focused on their needs or issues; draw responses to online publishing to place qualified leads into the Sales Funnel. The campaign must be integrated into your CRM (Customer Relationship Management) Platform to ensure quick response.

There are pretty significant benefits to Email Marketing. It will take some dedicated time to put together your campaign but the ROI is worth the effort. 

Take a look at some of these statistics:

• There are 3.8 billion email users worldwide, so if you’re looking for a way to reach your customers, email is the perfect place to find them.
• On average, email generates $38 for every dollar spent, which is a 3,800% return on investment.
• Two thirds of customers have made a purchase as a direct result of an email marketing message.
• Only 20% of leads that are sent directly to sales are qualified, meaning they need to be nurtured via email and great content.
• When it comes to customer acquisition, email is 40X more effective than Facebook and Twitter combined.
• Perhaps the best reason to use email marketing is that you own the channel. Outside of compliance regulations, there is no external entity that can impact how, when, or why you reach out to your subscribers.

​What You Need to Do​​ - The How
1.0 Marketing Campaign Scope

• clarify the demographics (age, gender, position, etc.) and psycho-graphics (buying decisions, etc.) of the buyer (decision maker).
• what sources does the buyer use to get their information prior to making a buying decision.
• given the identified issue (i.e. Holiday Season, Reopening from Pandemic, etc.), what are the objectives of your targeted buyers.
• given the identified issue, what are the challenges they will experience preventing them from reaching objectives.
• clarify how your offer provides superior value (or solves problems better, etc.) for the client.
• craft your macro (week or month) and micro (day or week) messages.
• develop goals and objectives for the marketing campaign.
• select an internal champion (who is doing the work) to manage day to day activities.
• identify internal and external resources to include in completing campaign details.
• Repurpose your campaign to other mediums. Match messages to appropriate medium (newspaper, magazine, trade journals, emails, TV, radio, etc.)
• design micro campaigns per message and media requirements.
• allocate budget.

2.0 Integrate Campaign with current processes

• incorporate within the sales model.
• upgrade current marketing & sales materials (vxmail, website, brochures, powerpoint, etc.)
• upgrade CRM (Customer Relationship Marketing) system to track campaign effectiveness.
• upgrade scorecard system to recognize and reward performance for marketing activities.

3.0 Campaign Option 1 (Daily)

• Monday
• Tuesday
• Wednesday
• Thursday
• Friday

4.0 Campaign Option 2 (Weekly)

• Week 1
• Week 2
• Week 3
• Week 4
• Week 5

Resources

• EPISODE C.022 MARKETING CHANNELS & CAMPAIGNS
• https://blog.hubspot.com/marketing/email-marketing-guide

Shows

• Previous: Episode E2.009 Reaching out to your list
• Next: Episode E2.011 Social media Campaigns

Written by Donna Kunde

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