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What to Consider When Creating an Email Marketing Strategy |

What to Consider When Creating an Email Marketing Strategy

 With the ever-evolving nature of technology and new emerging methods of communications, Email Marketing has been a pillar of digital communication that offers some of the highest ROI, bringing in nearly $42 for every $1 spent (DMA).

According to Emarsys, over 80% of small and medium businesses rely on email marketing as their primary channels for acquiring and retaining customers.  That’s why a stellar Email Marketing Strategy can bring about amazing results when trying to grow your business.

A good email marketing strategy is kind of like shooting a bow and arrow. You need to choose the right tools, know your targets, and focus on a specific purpose in mind. While utilizing one of these strategies will help you hit a bullseye once and a while, combining all three will help ensure that your email campaign is engaging, professional, and productive.

Choose the right Email Marketing tools.

With a number of amazing email marketing tools available, there are a few of the key aspects that you will want to look out for when considering possible solutions. You will want to know how the system composes your emails and the integrations that the tool is capable of.

When composing marketing emails, many people will end up focusing only on the content. However, many forget how important the layout and styling of the email are as well.  Today more people are accessing mobile email over desktop (Litmus) and according to Adstera, many of those users will not hesitate to delete your emails if they are not displayed properly on their device. Most email marketing platforms will have a number of professionally designed templates which will give your emails a professional and manicured look, but keep in mind that you will want to choose mobile-responsive templates, which will ensure that your emails to appear properly, regardless of what device your customers will be opening them on.

You will also want to make sure your email marketing tool includes integrations with the other platforms you are already using in your business. Having a list of emails and copy/pasting them into your email client is not going to cut it anymore. Your email marketing platform should include integrations with your CRM and eCommerce integrations to help grow your email lists, as well as blog and social media integrations to build a larger following.

Yondo integrates with two such products that will offer you both amazing designs and functionality through MailChimp and Constant Contact.  Customers that make a purchase through Yondo are instantly added to the contact lists of your choice, making it easy to let your customers know when you add a new video or begin offering new online sessions.

Know Your Target Email Recipients.

Knowing who your customers are and how to engage with them is one of the most important factors in creating a loyal customer base.

Identifying your customers will allow you to segment your customer base and engage with them on a personal level. This will make your messaging more impactful and meaningful to each person they reach. You can segment your emails by demographics like locations, age, and gender, or dive deeper into their buying patterns, segmenting them by their past purchases, the amount they have spent, or time since their last purchase.

If you have been in business for a while, you probably have a pretty good idea of who your customers are already as well as a good bit of data on your past clients. On the other hand, if you are just getting started, leveraging Analytics Platforms like Google Analytics and your Social Media will be able to give you great insight into who your customers are and how to engage with them.

Many online marketing tools offer the option to automate your emails into sequences which can be an effective and efficient way to build trust with your prospects and customers.  Through strategic nurturing sequences you can lead each different segment on your email list to specific outcomes like purchasing one of your products or visiting your social media pages.

Focusing on the Outcome of your Emails

As you focus on the messaging to engage your customer base, remember the golden rule of email marketing.  The KISS Principle: Keep It Simple, Straight forward. Your messaging needs to be clear and concise, but most importantly it needs to be actionable. If you take one thing away from this article I want it to be this.

“Every single email you send should have a specific intended outcome”Click To Tweet


Think about why you are creating a marketing campaign in the first place.  All of the email you send should be made with a clear cut outcome in mind. You may want your customers to make a purchase from you, download your content, or simply visit your website. In any case, make it easy for your recipients to accomplish your desired outcome. If you are asking your customers to sign up for your video subscription, add buttons or links to the message that make purchasing your videos from your email easy.

Even if your email is just to welcome a new customer or thank them for a purchase, think about what you can include in your email that will encourage them to engage with your company. Maybe you want to lead them to an informational blog post or to fill out a survey?  Maybe you simply ask them to follow your social media accounts? Just make sure it has a purpose.

Knowing your tools, your customers, and your goals will be the biggest factors in creating a successful email marketing campaign. By being able to reach your customers with a personalized and engaging message, you will be able to maximize your marketing efforts and build a strong customer base.

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