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Email & SMS Campaign Development .pdf
- 1. Email & SMS Campaign Development January 20th, 2023 Presented by Stephanie Maassen Deason
- 3. Email & SMS Campaign Development Customer- First Marketing Solutions As the founder of Propel & Flourish Consulting, Stephanie helps eCommerce companies increase revenue by effectively communicating with their audiences through thoughtfully crafted marketing strategies. propelflourish.com
- 4. Agenda Why Plan? Set Relevant Goals Define your Target Market(s) Products & Services Customer Mindset Examples Questions? Email & SMS Campaign Development
- 5. Goals 3. Hit your OKR's! 2. Get inspired Be able to plan 3+ months out 1. Email & SMS Campaign Development
- 6. Email & SMS Campaign Development Have you started campaign planning for 2023 yet? 1 - not at all 5 - all set! SCALE OF 1 -5
- 8. Why is planning important? Easier Path to Success OR
- 9. Ensures Customer Engagement Why is planning important? Your messages must be timely and relevant. Timely is something occuring at a favorable or useful time. Relevant is closely connected with to what is being done or considered.
- 10. Monitor Results Why is planning important? Measure Success Track Progress Towards Goals Adjust Approach
- 12. What has been successful (or not successful) previously? Set Relevent Goals Prework What do you need to sell this year?
- 14. Set Relevant Goals Make them SMART Specific: Set goals that are clear, detailed, and focus on what you want to achieve. Measurable: Setting goals you can track allows you to see the progress you are making. Achievable: Set attainable goals that are challenging yet realistic so you can accomplish them. Relevant: Set goals that are directly related to the ultimate goal or lifestyle you want to achieve in the long run. Time-bound: Setting goals with a deadline helps you stay focused and motivated.
- 15. Set Relevant Goals BHAGs Jim Collins and Jerry Porras, in their book “Built To Last” talk about “big, hairy, audacious goals" (BHAGs). Source: https://articles.bplans.com/the-importance-of-setting-goals-in-business/
- 16. Set Relevant Goals BHAG Example May 25, 1961 President John F. Kennedy announced the ambitious goal of sending an American safely to the moon before the end of the decade. That goal was achieved on July 20, 1969. In 1961, no one knew exactly how to make that happen, but the goal inspired many to work toward a desirable outcome. The brain power of many was channeled toward finding a solution. Source: https://articles.bplans.com/the-importance-of-setting-goals-in-business/
- 17. Set Relevant Goals OKRs Email SMS From Terry Rice Consulting
- 18. Set Relevant Goals OKR Example Email SMS Set up a process to evaluate profitability on a monthly basis. Get 10K of email and 5K of SMS sign ups through pop-ups Email my active email subscribers 1 a week Text my SMS subscribers at least 2 a month Run 1 promotional campaign a month Objective: I want to generate $100K in profitable revenue in 2023. Key Result: To do so, I need to generate $200K in revenue. Initiatives: To get there, I will
- 20. Define Your Target Market Do you have a clear idea of who your target market(s) are? 1 - not at all 5 - all set! SCALE OF 1 -5
- 21. Define Your Target Market What is a Target Market? A target market is the ideal group of prospective customers for a specific product or service who share common characteristics that influence their buying behaviors.
- 22. Define Your Target Market Target Market Consists Of Demographics 1. 2. Psychographics 3. Behavioral
- 23. Define Your Target Market Demographics Age Gender Race Ethnicity Location Income Relationship Status Marital Status Education Children Pets Employment Homeownership Demographics are statistics that define the population and groups within it.
- 24. Define Your Target Market Psychographics Personality/opinions/demeanor Social status Interests/hobbies Media consumption patterns Includes lifecycle characteristics that may influence their purchase decisions.
- 25. Define Your Target Market Behavioral Purchase reason(s)/pain point(s) Buying process Buyer journey stage(s) Engagement level(s) Behavioral segmentation explores the pain points, needs, and wants that trigger buying activities.
- 26. Define Your Target Market Use to Build Persona(s) Name: Susannah Smith Age: 40 Marital Status: Married Children: 2, ages 5 & 10 Pets: 1, a dog Household Income: $150K Employment: HR Manager Status: White collar worker Location: Kansas City, Missouri Buying Triggers: Treating yourself while communting on the go Media Consumption: Primarily through mobile, 2nd is Netflix Purchase Behavior: Through the App
- 28. Your Products & Services What do you sell? How many products or services do you offer? How many product categories? What is the quantity of products and services offered? Do you have items which sold out quickly last year that will be back in stock? Are you introducing new products or services? If so, when? How is your product, service, or brand different from the competition? Is there a seasonality component, or are your products and services evergreen?
- 29. Your Products & Services Example: A/B/C Grid A Items - Top Priority B Items - Medium Priority C Items - Less Priority
- 32. Customer Mindset Customer Mindset Keep important, but overlooked days in mind, like holidays (both major and minor). Good resource for this is National Today (NationalToday.com)
- 33. Customer Mindset Customer Mindset Not just the consumer can drive these events. What are your brand's mission and values? Have you celebrated milestones with them? If so, let your customers celebrate them with you.
- 35. Put it Together Put it Together How do your products and services solve your customer's pain points and needs?
- 36. Put it Together Put it Together Goal Target Market(s) Products & Services Customer Mindset
- 38. Examples National Days Beekman 1802's slogan is "There Is Beauty in Kindness". Therefore, it's a natural fit to build a campaign for World Kindness Day. In 2021, they partnered with Ulta Beauty to promote #timetobekind.
- 39. Examples Anneversary Celebrate your company's anniversary with your email & SMS subscribers. Plus, it's a great way to showcase your longevity in business.
- 40. Examples New Let your email and SMS subscribers know about new items for sale.
- 41. Examples Different in the Marketplace Touting how your product is better than the competition leads to more awareness and interest for your product.
- 42. Examples Many Different Options Consider opening up a separate "shop" if you have many items to promote, especially if they are seasonal.
- 43. Examples Limited Quanity Selling limited quanity or edition items cuts through the noise and leads to an quicker purchase cycle.
- 44. Examples Back in Stock Conversely, if an item sold out quickly previously, letting customers know it's back in stock leads to a quicker sales cycle.
- 45. Examples Seasonality Bed & Bath sales typically peak in January, when subscribers are spending more time at home.
- 46. Email & SMS Campaign Development Recap Set Goal(s) Define your Target Market(s) Outline Products & Services Available Understand your Customer Mindset 1. 2. 3. 4.
- 48. How I Can Help Sign up for my weekly newsletter and receive a 15 eCommerce campaign ideas at propelflourish.com Follow me on LinkedIn where I post marketing strategy tips & tricks weekly https://www.linkedin.com/in/smaassen/ Book a 20 minute call to discuss your needs in detail at https://calendly.com/propelflourish/20min
- 49. How Propel + Flourish Can Help Marketing Audits Strategy Management Identify gaps in your customer journey Develop goals & objectives for your brand Monthly campaign development & analysis