Email marketing strategy

After discussing basic email marketing  , I will explain you about building email marketing step by step and sample of email marketing tool.

Today, marketing people should focus on metering to determine an accurate cost of getting and retaining loyal customer. They are also measuring to quantify the value of their marketing investment. It means that marketers have to budget and spend more carefully than before.

As marketer, we have already known that email marketing can be used to marketing activities in our company. There are a lot of email marketing tools that give us ability to distribute our company message to the all of customer or prospect.

We must have detail planning and practical approach to develop a succesfull email marketing. Before we determine how much expenses will be, we must define our strategy and goals so that it can be inline with amount money we will need. If we don't define our strategy, we could be meet with unexpected expenses.

First of all, decide how we are going to use email marketing to promote our business. For example: will we send out weekly newsletter which contains companies activities update? will we send out weekly news announcing our product promotion? will we deliver it to masses or targeted specific segments?

Next step, if we are going to send targeted emails, we have to build a segmented database. One of ways obtaining prospects database is opt-in form. We can develop opt-in form on our landing site to capture the information we require from our subscriber. If we have enough budget, we can integrate it with third party application: CRM tools, statistical data analytics, etc. Marketer must collaborate with IT Department doing this.

The third phase, we decide how many number of email campaigns we want to send per week or per month. This is related to amount of subscribers we target per campaign.

There is a question, "how about if we are new to email marketing and we don't have already prospect database or our own opt-in list?" Answer of this question is  we will need decide how we are going to gain subscribers. For example: purchase or rent a list,building our own opt-in form in our landing site, etc. I will explain more detail about online tactics to obtain subscriber from our opt-in form later.

If we feel difficult to build, manage, and grow it, we can find outsourcing email marketing to ESP (email service provider). The provider tasks are import list of subscribers, design and convey email campaign, track the result.

Return on investment (email marketing campaign ROI)
It's not enough to only know how much it will cost to implement and send out email campaigns. We also need to know what our expected ROI is. There ara many ROI calculator to help us describing how much profit each campaign is generating.

Tracking the results of the test campaign will allow us to deliver email that generated the highest ROI to the majority of our subscriber. To maximize email marketing ROI, we should intimately monitor and track subscriber list, subscriber churn, revenue per email, etc.

Finally, we know building email marketing strategies step by step. Then we can propose our upper management to develop email marketing system and write detailed project proposal.