There’s a lot to take into account when you’re trying to create an email marketing strategy. Whether you’ve just started out and want to create a strategy for the first time, or if you’re in the middle of a complicated email marketing program and need a gut check, our sending mantra that we share with all of our clients is a great place to start.
The SendGrid mantra is that you need to…
Send the right message,
To the right person,
At the right time,
With the right frequency.
Obviously those four qualifiers don’t cover every single aspect of an email program, but if you treat them as umbrellas for content, recipients, scheduling, and consistency, then you have a strong framework to build off of. For a visual breakdown of our mantra check out the new SlideShare we created Email Marketing 101: Strategy.
Right Message: What are you saying in your email? What kind of visual and written content does it include? We created an entire SlideShare focused on the content in your email marketing program.
Right Person: It’s important to remember the person behind the email address. When you’re crafting your content or deciding when to send, evaluate what you may already know about your recipient. With consumer data available to every business, (big and small) you should capitalize on demographics, purchase behaviors, interests, etc. And finally, segmentation is your tool to ensure you’re delivering the right message to the right person. For more tips on segmentation check out our guide.
Right Time: You’ll know if you’re sending your email at the right time by watching your engagement metrics. If you see high open and click rates, that’s awesome! You probably found a “sweet spot” and should try to make that magic happen again by sending at a similar time. If you barely see any clicks or opens, it’s time to test a new time.
Right Frequency: Frequency can be tough to master. Our main recommendation is to provide your subscribers with a preference center. What better way to find out what your recipients want, than by giving them the power to tell you? Email fatigue is a very real thing, so don’t exhaust your subscribers by bombing their inbox with hour by hour news or product updates. What is thrilling news to you may not matter to them at all, and that’s okay! You just have to be self-aware and honor the expectations set at the beginning of your email relationship–if you promised to only send them weekly digests, you can’t start sending daily updates.