Any part of digital marketing needs to have a compass guiding it towards a goal. Generally, digital marketing is an action-driven field of work where losing sight of the eventual goal is easy. While a campaign is going on, many new marketers, in fact, have to be trained to be disciplined in terms of following a plan to the letter.
A plan or strategy is necessary for digital marketing to make sure every action made contributes to meeting the overall goal of a campaign goal. From a small-level measure taken to a large decision, every aspect should ideally be governed by a strategy which aims to move a campaign to its designated goal.
Making a solid plan is a key skill for digital marketers to learn in their careers. From a top digital marketer to a student at a digital marketing course in Delhi, every professional in the field has to learn the art of making a plan which hits the nail on the head and delivers results.
With a lot on the line in any given digital marketing campaign, marketers cannot afford to leave any part down to chance, which is why planning is an important part of the process. The same is true for a practice like email marketing. In this article, we discuss how an effective email marketing plan can be used to drive growth in a campaign.
Understand the Moving Parts
To create a good email marketing strategy, marketers have to first understand all the moving parts involved in a typical email campaign.
In an email campaign, the biggest variable is content. Content refers to all content practices in an email campaign. This includes writing a suitable subject line, email title, and content body. These content fields have to optimized based upon the overarching strategy of a digital marketing campaign.
For instance, if the goal of an email marketing campaign is to generate leads, the subject line and email copy have to trigger the readers to click on the CTA button and help the marketers reach their goal.
The goal determines the content strategy an email marketing campaign has to follow. An inbound marketing campaign is less aggressive, while an e-commerce sales goal has to be more aggressive and focus on layering content with more sales-driven CTA.
Know Your Audience
An email marketing campaign is incomplete if marketers do not understand their own audience. In a typical marketing campaign, even those besides email marketing, knowing the audience is the most vital part.
Messaging is key in an email marketing campaign. Digital marketers have to tailor email messages based upon the nature of the audience. By studying the behavior of the audience, digital marketers have to frame content to evoke engagement out of the audience.
To study the audience, digital marketers have to understand the type of customers they want to target. For instance, a toy company would craft marketing messages to target children who would be most influenced at seeing an ad. Drafting a message for a toy company which targets middle-aged men is nothing short of disastrous.
This is also beneficial from the side of the readers who get to read content tailored to their interests. The relevant email content is desirable to all parties in question. An email marketing strategy can only be successful if it is able to identify its core audience.
The two points above are key factors in shaping an email marketing plan. Marketers should consider these points the next time there is an email marketing plan to be made.
About the Author – Gaurav Kumar Jha is a content marketing strategist and an SEO expert with a lot of experience in the field. He often writes guest posts for Eduburg India, known as affordable & top digital marketing institute in Delhi.