Email marketing is almost an art form. In this case, we are not referring to content creation, although that is an art in itself. Your design team and marketing experts can craft the best content in the world, but content doesn’t even matter if the message isn’t being read by current clients and/or prospective clients. For this to happen you not only need a carefully crafted target audience for your email marketing, you need to control the timing and delivery of your email marketing.
The best way to manage this is by using a calendar for your email marketing. Just like any repetitive task you need to do, tracking it in a calendar is the best way to remember to do it. Just as important with email marketing, a calendar will make sure you don’t do it too much. As any email marketing expert can tell you, the quickest way to get potential clients to stop reading your marketing email is to blast them with too many or too often. Once you get labeled as spam, losing that label is almost impossible.
With an email marketing calendar, you can track to whom and when you have sent each email marketing piece or campaign. In this way, you can set a tickler to make sure the proper follow-up email is sent. Improper or non-existent follow through is another way to lose the value of your email marketing campaign. With a scheduled email marketing plan, first contact and follow-up emails can be scheduled and tracked so nothing falls through the cracks.
Another way a dedicated calendar can be used is to designate and highlight particular events that may require a special email campaign. Do you need or want to send out an email around holidays or special events? Do you have internal milestones and dates that would benefit from an announcement via an email marketing campaign? These types of scheduled events can be great to generate content around that is current and relevant.
Planning is important in any project and an email marketing campaign is no different. Many people start a new campaign and try to send out new emails too frequently. Planning ahead using an emailing calendar that specifically states what each campaign will contain can help avoid that mistake. If you start sending out emails weekly and run out of fresh ideas in six weeks, perhaps a planning calendar would have helped you realize that a monthly email would be better suited to your business and your schedule.
Make your email marketing campaign count. Start using an email marketing calendar and get the results you need.
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