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Is your Email Marketing Plan as Good as it Should Be?

Updated: Jun 4, 2019


Email is a powerful tool, and according to HubSpot, 93% of B2B marketers use email to distribute content. Just reading that stat is enough to make you up your email marketing game! But in case it wasn't, here are some other stats for you to consider:

  1. There are 111.1 billion consumer emails sent and received each day

  2. 99% of consumers check their email every day.

  3. 83 percent of B2B companies use e-newsletters as part of their content marketing program.

  4. 59% of marketers say email is their biggest source of ROI.

  5. Marketers who use segmented campaigns note as much as a 760% increase in revenue.

  6. Mobile opens accounted for 46 percent of all email opens.

  7. 35% of business professionals check email on a mobile device.


Now ask yourself, is your email marketing strategy really in tip-top shape? I recently contracted with an events company who ran over 60 events per year and relied on email marketing to sell tickets to their events. They were sending out 5- 10 emails per week but had no email marketing plan in place. Crazy right!


An email-marketing plan isn't and 'shouldn't be hard to put together. Below I have listed what I think are the most important things you should consider when putting your plan together.


Who is your target demographic

What are the specifics of your audience? Is there an age range, location, specific gender, an Industry or perhaps your audience will have niche Interests


What are you offering your target audience

This will be different for each business, but assuming you already know what your 'USP's are and your business goals make sure this information is aligned in your marketing.


How will your prospects join your email list

A lot of brands choose to have an email subscription box on their website.


What tactics will you use to get them there

Maybe 'you'll direct prospects to a signup form using social media

Posts or perhaps 'you'll ask them to sign up at using pop 'up's on your website. You may even want to use retargeting software like AdRoll or Leadfeeder


What do you want your email marketing to accomplish

Make sure you're clear on your email intentions. Do you want more sales, or are you trying to Increase brand awareness? Perhaps a bit of both.


How can you break this down into smaller goals to achieve in the next 12 months

Do you want to see a 10% rise in sales from email in quarter 1 and a 30% rise in quarter 2? When setting yourself, goals create sub-goals that will help you achieve the final goal.


What are the best time and days to send emails

Research from 2018 states that Tuesdays & Thursdays are the best days to send out emails between 10 % 11 am. This might not be the case for you though. If you use an email campaign builder like MailChimp or Pardot 'you'll have access to a whole heap of important stats. I recommend you monitor the stats from each email 48 hours after sending so over time you can review any changes and see which emails performed well and which ones 'didn't.


What email marketing metrics will you measure

Delivery Rate, Opt-out Rate, Click Rate, Read Rate, Unread Rate, Bounce Rate


How often will you measure KPIs

I would suggest 48 hours after each email is sent. I would then suggest reviewing your data monthly or quarterly to make sure your marketing efforts are effective.


How will you format your emails HTML or PT

When sending out emails, you should consider the tone of the email and how you want the reader to perceive the tone. Do you want the email to seem personalised? Or do you want the email to be visual marketing ad? In any case, I suggest you use a mix of both HTML & plain text emails.


Plain text emails should be used for achieving a personalised tone, i.e. when retargeting leads, or reaching out to previous leads. You might want to use an HTML format for countdown emails, monthly newsletters, blogs or promotional emails


What content will you put in your emails

This will depend on the nature of your business but you. Might consider

Event updates, Monthly newsletters, Promotions, White-papers or Blogs, Video content, Countdown timers, Early bird announcements etc


How often will you send emails

Daily, weekly, monthly? How many times will you reach out to the same audience for the same purpose? You 'don't want to drive your leads away so 'it's worth considering how many times you want to reach out to them with the same content. For example, if you have a sale on for 3 weeks how many times will you tell your audience about the sale?


You should also consider if you'll be using the same type of email communications each time you reach out to leads. I suggest you 'don't overwhelm your leads with duplicate emails. Check your reports and see which people clicked around in your emails, perhaps check who placed items in their basket and then considering retargeting them reminding them of their actions or maybe you'll want to retarget them with a special offer.


What subject line's will you use

Subject lines are extremely important as this is the first thing that the reader will see on their screen, this will determine whether or not your email is opened. Think outside the box - Use the Urgency or Curiosity tactic.


  1. 77% of emails are viewed on mobiles so try to use less than 50 characters

  2. Studies suggest the words UPDATE & NEWSLETTER can decrease the message's open rate since it tells readers the email is associated with a series of emails.

  3. Tell the reader what's inside, I.e. How to survive Brexit

  4. Use Actionable subjects - "20% off your next purchase just for you" or our gift to you - private invite - an exclusive offer for you etc..

  5. When using preview text, make sure 'it's engaging. Don't just use the first sentence in the email. This is your second and final chance to get the reader's attention before they decide whether or not to open your email.


Will you have a crisis strategy in place

If like the events company I worked for you rely on email to generate your income, you'll need to consider what actions you'll take when the emails are going out, but the money isn't coming in!



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