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Did you know that 72% of customers prefer email as the method of communication between them and their favorite brands? What about the fact that for every $1 you spend on email marketing, you can expect an average return of $38? Clearly, email is not a marketing method to be ignored. In a world where digital marketing is among the most effective marketing strategies, creating a plan for how to execute your email tactics is crucial.

The first step to creating an email marketing game plan is identifying your target audience. Without this step, your efforts will go to waste on customers who are not interested or are not relevant to your product or service. Create different personas based on who your target audience is and take those personas into consideration when creating the content for your email marketing campaign. Factors like, age, geographic location, occupation and gender are all things to consider.

Next, you’ll want to start building out some different emails based on what you want to accomplish. Your goal for this campaign could be to create more brand awareness, offer incentives for new or additional business, foster brand loyalty among existing customers or any number of other objectives. When it comes to writing the copy for your emails, perhaps the most important aspect to focus on is the subject line. A subject line can determine whether or not your target will open your email. Subject lines with 30 or fewer characters have an above average open rate, so keep them short and engaging.

Inside your emails, use interesting content that the viewer will want to read, and hopefully, encourage them to click through to your site. Afterall, the point of an email campaign is typically to drive traffic back to the brand’s website and then increase leads or sales. Use eye-catching pictures, engaging headlines and interactive buttons to keep viewers interested and wanting more. Buttons are a great way to easily identify links and encourage viewers to click on them.

Once your emails have been sent out, be sure to track your results by measuring Key Performance Indicators, or KPIs. Some important KPIs to track are conversion rate, click-through rate, open rate and bounce rate. By examining these KPIs you can easily tell which email marketing tactics are working and which are not. These KPIs are most easily measured with the help of marketing automation technology, software that will distribute and track all of your email marketing campaigns.

Don’t miss out on an opportunity to connect with your target audience and drive revenue! Begin creating your next email campaign today with the help of the marketing strategists at Brand Iron. We create entire email marketing campaigns in our BrandStorm sessions and then execute them in a go-to-market plan. Contact us today to get started by visiting www.brandiron.net

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