Planning Your Email Marketing Campaigns

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Planning Email Campaigns

We recently talked about saving time on your email marketing, which touched on planning ahead to improve productivity. If you want to make real progress with your email marketing you need a plan and strategy. An email marketing plan will not only help identify where you can implement those initiatives you always wanted to, but it will also make your life a lot less stressful moving forward and a lot less chaotic.

Do I really look like a guy with a plan? You know what I am? I’m a dog chasing cars. I wouldn’t know what to do with one if I caught it! – The Joker (The Dark Knight 2008)

Plan in line with your annual promotional calendar

As part of your overall marketing strategy, you should have an annual promotional calendar in place. Within this you can highlight key holiday seasons, events, initiatives and products launches that will be promoted throughout the year. Your calendar should then also list all the marketing channels that will be used, and this should definitely feature email marketing.

How far in advance do you plan?

It really does depends on the nature of your business, but there are long-range email marketing plans with less detail that everyone should be able to complete for three months ahead. At the very minimum, you should have an outlined brief ready at least two weeks prior to sending your emails.

This will give you enough time to start preparing each email marketing campaign, for example, one week in advance. Anything less than this and you’ll end up cutting corners in your design and creative concepts – if your initial idea doesn’t work where will you find time to try something different without delaying the send of your email?

Using quiet periods effectively for planning

Email marketers who religiously stick to a fixed send frequency are not effectively optimising their email marketing campaigns. Every business will naturally experience periods of high sales or activity, which is when email marketing effort and frequency should be increased. The quiet periods are perfect for planning future email marketing campaigns and initiatives.

Aligning email content with hot topics

Marketers in the retail and travel industries will have seasonal products, events and activities that they can plug into their annual promotional calendars straight off the top of their heads. These, however, will impact the creative element of your email marketing campaigns. You need to ensure that imagery and product details are available and that promotions are live before going ahead. Get fixed dates to when these elements will be in place and you’ll be able to plan your email marketing campaigns more effectively.

Implementing email lifecycle segments

It’s easy to distract your customers with these sorts of emails, but you need to think about what you’re going to do for your segments at the different stages of your email marketing campaign. If you’re not running a series of welcome emails or don’t do anything to reactivate customer that are not engaging with your emails then you should add these types of campaigns to your email marketing plan at the earliest opportunity.


How Emailcenter can help

Maxemail allows you to create, send and report on various email marketing campaigns with ease to increase engagement, sales and return on investment for your business.

Our Maxservice Team offers a range of supporting services to help you plan and manage your email marketing activity, working with you to analyse email campaigns, understand your goals and identify opportunities to improve customer engagement and sales.

About Rupert Adam

Marketing Manager at Emailcenter, the UK's largest independent ESP.


Planning & Strategy