Unlike sales, today's digital marketing practices have very little scope for spontaneity, and impulsive maneuvers.
Each customization, leeway is thought through, while provisions are made for uncertainty. The more planned your approach, the better your marketing success.
Good news is, today's digital medium is also capable of providing you enough data to web your closely-knitted strategy. And it all begins with your Email marketing
5 Steps to Get Started with Your Email Marketing Planner
Email marketing is the Lead Generation lifeline for your consulting practice. As a consultant, using email the right way can be elementary in driving business results.
It is the backbone of your entire consulting practice, nurturing potential clients and getting repeat engagements.
Coaxing extra efforts behind a campaign planner may sound complicated, intimidating, and time-consuming. However, a smartly plotted planner can drive conversions and increase ROI.
STEP 1 - WRITE A REVIEW OF THE PAST YEAR
The best way to start your email marketing calendar is by evaluating the email marketing strategy you applied in the previous year with a special focus on the most successful campaigns.
This is easy to achieve if you followed its progress over the past year, reviewing and comparing reports, open rates, clicks and conversions.
Additionally, consider what content had greater impact, which days and times generated more interactions and make an analysis to evaluate your overall performance.
This will help you set goals for the year ahead.
STEP 2 - SET YOUR GOALS
If you are new to email marketing, you can start fresh with new set goals.
But if you have done email marketing campaigns previously, then you need to have a benchmark to set your goals for the upcoming year.
* Is your goal to have more clients next year?
* Is it to increase number of sales?
* Is it to grow your contact list?
The goals you choose are completely up to you, but make sure your goals are realistic and you do all that it takes to bring in better results.
STEP 3 - DEFINE YOUR AUDIENCE
Before you start designing, writing, and sending campaigns, you should define your audience.
Once you get a fair grasp about the people reading your emails, it'll be much easier to decide what to say to them.
STEP 4 - DETERMINE YOUR CONTENT
Now that you know who you're talking to, it's time to think about what you're going to say to them. Think about why this audience signed up, then focus on delivering the right message to them.
It can be helpful to outline general content types that you might include in each email campaign.
While you don't need to have all your content prepared months in advance, you should have a fair idea of the content topics that you will need and by when you will need them.
Start with the obvious: holiday content, seasonal content or content for other special times of the year, and mark those publish dates with the topics you want for that date.
Promote the dates for higher anticipation amongst your recipients.
STEP 5 - CATEGORIZE YOUR BROADCAST EMAILS
Another step to creating an effective email calendar is to figure out what kind of emails you need to be sending.
This means gathering as much information as you can about upcoming events and promotions that you'll want to share with customers.
You can narrow down your emails to a few general categories, so that you can get a hang on your overall email strategy.