An email campaign is in one way a bit like marriage: whilst it is exciting in its possibilities it should not, according to the rules, be entered into lightly. So a fairly detailed plan can come in a bit handy, probably for both ventures.

There are a number of things you must clarify before you can effectively devise an email campaign and it is probably best to divide them into sections, each of which needs to be satisfied.

The first thing that might spring to mind is what you are selling as a number of other decisions will rest on this. The purpose is not, of course, limited to an item for sale or a service you want customers to take up. The email campaign’s main target might well be to increase new recipients email addresses, to get people to tick the box. The form the campaign takes will depend on what it is you are offering as will the hook.

Each campaign must have a hook, something to grab the recipient’s attention. A way of saving money, a reduction just for those on the list, a viral that will make them look good with their bosses or friends, a free competition, a lottery or, if you are working for a charity, then a feeling that they are doing good, for which they will receive the feel good factor.

If what you are offering in the email and microsite is what your email recipients could have got if they had logged onto your website a fortnight ago, you are encouraging them to tick the opt out / unsubscribe box. You must make it worth their while to continue leaving their address with you.

Once you know what you are offering and, most importantly, why, the next move is creative.

The email campaign should not be seen as a separate entity to normal business. On the assumption that you have other current promotions, you should ensure that your email campaigns do not contradict the others. Remember that the best thing about an email recipient who is convinced by your email marketing and buys something is that they may well buy something from you again, and probably will.

You need to decide to whom the email campaign will be sent. Your email address database is a valuable asset that should be looked after. Squandering it by sending email campaigns without discretion can be wasteful. The old adage of coals to Newcastle might well lack relevance in these post miners' strike days, but global warming has not lessened the Eskimos lack of need for refrigerators. At least not yet.

Closely linked with whom, is when. If you feel that the Spring Bank Holiday is a good time to offer a state of the art BBQ set then delivery dates should be a consideration. It is no good sending the email campaign on the Monday before if delivery takes two weeks. In the case of B2B marketing, an email marketing campaign dropped into an inbox on a Monday morning before the weekly planning meeting is unlikely to receive as much attention as one that arrives in an inbox on the following day.

So stick to your fridge a Post-It note with the following list:

1 Preparation of email and microsite
2 Support and integration with other email campaigns
3 When is the email campaign to be sent
4 Should you segment your email data prior to send
5 What is being sold
6 The hook.

These email marketing top tips will be covered in a deeper level later.

Whilst detailed email campaign planning can be a bit costly in time and money, it is so much cheaper than its absence.

Johns Nesa is a freelance author who has the vast knowledge in email marketing and email campaign. For more information on email marketing she suggests you to visit: http://www.wizemail.co.uk

Article Source:http://www.articlesbase.com/email-articles/email-marketing-planning-for-marriage-877934.html