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Using the 5 Ws to Create a Successful Email Marketing Strategy

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In the August 2018 edition of Masters of Marketing, AgencyBuzz Product Manager Heather Cherry explains how answering the who, what, when, where, and why, can help create a successful email marketing strategy for your insurance agency.

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Using the 5 Ws to Create a Successful Email Marketing Strategy

  1. 1. Masters of Marketing Using the 5 Ws to Create a Successful Email Marketing Strategy Heather Cherry AgencyBuzz Product Manager
  2. 2. Welcome to Masters of Marketing! • Today we’ll be talking about Using the 5 Ws to Create a Successful Email Marketing Strategy. • Follow along with our live conversation on Twitter using #MastersMktg (Follow us on Twitter @InsTechCorp while you’re at it!) • If you have questions during the webinar, please use the chat window and I will answer all questions at the end. • Today’s presentation will be posted on our blog later today: https://resources.getitc.com/masters-of-marketing • Join us next time on September 20th at 12:00 p.m. for Search Marketing For The Short And Long Term hosted by SEO Consultant Dylan Brooks. Thank you for joining us today. Heather Cherry 800-383-3482 x 182 hcherry@getitc.com
  3. 3. Email Marketing Strategy A written plan of action that serves as the foundation for every email you send. • Gives Guidance • Maintains Consistency • Tracks Success • Reduces Last Minute Confusion • Provides a Timeline and Schedule Give yourself enough time to research and create a robust plan.
  4. 4. The 5Ws for an Email Marketing Plan The 5 Ws WHO WHAT WHEN WHERE WHY HOW Email Strategy WHY - Goals WHO - Audience WHAT - Content WHEN - Schedule WHERE - Destination HOW - Analytics PLAN/RESEARCH CREATE CONVERT MEASURE
  5. 5. Email Marketing Strategy PLAN/RESEARCH • Goals – Why are we using email marketing? • Audience – Who are we trying to reach? CREATE • Content – What are we going to say? • Schedule – When are we going to send our emails? CONVERT • Destination – Where should we send our readers? MEASURE • Analytics – How can we see the impact of our efforts and determine their value?
  6. 6. Email Marketing Strategy PLAN/RESEARCH • Goals – Why are we using email marketing? • Audience – Who are we trying to reach? CREATE • Content – What are we going to say? • Schedule – When are we going to send our emails? CONVERT • Destination – Where should we send our readers? MEASURE • Analytics – How can we see the impact of our efforts and determine their value?
  7. 7. Plan/Research: Goals Why are we using email marketing? • Most Important Part of Email Marketing Plan • Helps Propose Campaign Ideas • Specific • Attainable • Measurable • Time Bound • Include Milestones Stick to 2-3 goals in order to keep your strategy focused.
  8. 8. Email Marketing Strategy PLAN/RESEARCH • Goals – Why are we using email marketing? • Audience – Who are we trying to reach? CREATE • Content – What are we going to say? • Schedule – When are we going to send our emails? CONVERT • Destination – Where should we send our readers? MEASURE • Analytics – How can we see the impact of our efforts and determine their value?
  9. 9. Plan/Research: Audience Who are we trying to reach? • Review Database • Segmentation • Demographics • Age Range • Education/Occupation • Income • Purchase History • Buyer Personas • Family/Job Situation • Fears, Problems • Motivations • Communication Preferences You may have several buyer personas (and that’s okay).
  10. 10. Email Marketing Strategy PLAN/RESEARCH • Goals – Why are we using email marketing? • Audience – Who are we trying to reach? CREATE • Content – What are we going to say? • Schedule – When are we going to send our emails? CONVERT • Destination – Where should we send our readers? MEASURE • Analytics – How can we see the impact of our efforts and determine their value?
  11. 11. Create: Content What are we going to say? • Campaign Strategy • Type • Goal • Audience • # of Steps • Content Strategy • Subject Line • Sender • Key Points • Call to Action • Visual Elements All content must align with buyer personas and marketing goals.
  12. 12. Email Marketing Strategy PLAN/RESEARCH • Goals – Why are we using email marketing? • Audience – Who are we trying to reach? CREATE • Content – What are we going to say? • Schedule – When are we going to send our emails? CONVERT • Destination – Where should we send our readers? MEASURE • Analytics – How can we see the impact of our efforts and determine their value?
  13. 13. Create: Schedule When are we going to send our emails? • 12 Month Planner • Baseline Emails • Holidays + Observances • Events + Announcements • Newsletter • Campaigns • Email Spacing • Segments On average, consumers expect 5 emails/month from businesses they work with.
  14. 14. Email Marketing Strategy PLAN/RESEARCH • Goals – Why are we using email marketing? • Audience – Who are we trying to reach? CREATE • Content – What are we going to say? • Schedule – When are we going to send our emails? CONVERT • Destination – Where should we send our readers? MEASURE • Analytics – How can we see the impact of our efforts and determine their value?
  15. 15. Convert: Destination Where should we send our readers? • Goal-Specific Target • Relevant to Email CTA • Promote Conversion • Provide Clear Next Steps • Destination Suggestions • Dedicated Landing Page • Quote/Policy Form • Reply-To • Test Buttons + Hyperlinks Create a unique URL to measure conversions that come from your email campaigns.
  16. 16. Email Marketing Strategy PLAN/RESEARCH • Goals – Why are we using email marketing? • Audience – Who are we trying to reach? CREATE • Content – What are we going to say? • Schedule – When are we going to send our emails? CONVERT • Destination – Where should we send our readers? MEASURE • Analytics – How can we see the impact of our efforts and determine their value?
  17. 17. Measure: Analytics How can we see the impact of our efforts and determine their value? • General Data • Opens, Clicks, Opt-Outs, Hard Bounces • Industry Comparison • Aggregate Comparison • Campaign Data • Goal-Specific Metrics • Landing Page Analytics • Conversion Rates • Optimize Accordingly Don’t forget to document any goal milestones you reach.
  18. 18. Email Marketing Strategy PLAN/RESEARCH • Goals – Why are we using email marketing? • Audience – Who are we trying to reach? CREATE • Content – What are we going to say? • Schedule – When are we going to send our emails? CONVERT • Destination – Where should we send our readers? MEASURE • Analytics – How can we see the impact of our efforts and determine their value?
  19. 19. Thank You for Joining Us! • Find slides & a recording of this presentation at https://resources.getitc.com/masters-of-marketing • Join us next time on September 20th at 12:00pm for Search Marketing For The Short And Long Term hosted by SEO Consultant Dylan Brooks. Heather Cherry 800-383-3482 x 182 hcherry@getitc.com

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