Infographic: Developing Your Email Marketing Plan

With ~5.6 billion active email accounts, email remains an efficient way to deliver your brand’s message to all your customers and prospects. (source: Statista) Plus, email marketing is more effective than social media marketing for gaining new customers.

Since email marketing continues to be a proven channel for gaining new customers and increasing your company’s revenue, here are a few tips to get your next email campaign started.

Step 1: Get personal.

Over 40% of customers claim to have cut ties with a company due to a lack of personalization. (Source: Accenture)

77% of email’s ROI comes from segmented, targeted, and triggered email campaigns. (Source: Passle)

Group your audience into categories based on demographics, behaviors, or other criteria, such as:

• Gender
• Age
• Industry
• Hobbies
• Education level
• Past purchases

Step 2: Scale your efforts with automated emails.

Establish triggers to automatically send emails for you and you’ll see impressive results:

• Marketers who leverage automation can see conversion rates as high as 50%. (Source: eMarketer)

Campaigns to automate:

• Welcome emails have a 50% higher open rate than other emails. (Source: Emma) e.g. “Nice to meet you!”

• Behavior-based emails have a click-through rate of 14%. (Source: Marketo) e.g. “Recommendations just for you!”

• Re-engagement emails have a read rate of 12%. (Source: ReturnPath) e.g. “We miss you!”

Step 3: Grow your email list organically.

Emails prompt purchases ~3x more than social media and the average order value is 17% higher. (Source: McKinsey)

Deliver killer content to your subscribers’ inboxes to cut down on list churn.

Additionally, you can:

• Provide links to social media and incentives to share
• Provide ebooks and webinars to only your subscribers
• Offer subscriber-only discounts
• Run contests and competitions

Step 4: Focus on lifetime value.

• Increasing retention rates will improve your profits anywhere from 25% to 95%. (Source: Forbes)
• 80% of future revenue will come from 20% of your existing customers. (Source: Forbes)
• Customers in a loyalty rewards program will spend up to 18% more than those who aren’t. (Source: Accenture)

Remember, solid email marketing plans meet three intrinsic goals:

• connection,
• engagement,
• and lead nurturing.

Now that you’ve established a plan, get out there and get emailing.

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