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09 June 2015

The 5 steps to E-mail Ecstasy – Part 2

Last month we started talking about the five steps to create a successful e-mail strategy, and we talked about the importance of defining your audience. As this is part 2 we’re optimistically assuming that you’ve done that and are ready for the next steps.

Step 2: Setting goals

So we’re excited and ready to e-mail, let’s jump right in and start mailing! Right? … Wrong! Enthusiasm is great, but without focus you’re just expending energy without getting any results. So before you start, have a little think;

  • What are you trying to achieve?
  • How will you know you have achieved it?
  • What do you need to do to achieve it?

In order words, you need to set some goals. I am sure we have all heard it a million times before, but we repeat it here, because, well it’s true. Your goals need to be S.M.A.R.T:

Specific – establish what you want to accomplish as accurately as you can

Measurable – Quantify your goals so you can measure your progress against it

Actionable – make sure your goals are something you can achieve rather than some wishy-washy statement

Realistic – “snowball’s chance in hell” is not an acceptable parameter….

Time bound – you need to have a date by which you will have achieved, or not, your target.

Another thing you must do is consider potential issues. Have a good look at what might stand in your way of achieving your goals and plan ways around these issues should they occur.

It’s a good idea to write these goals down and review them regularly, so you can make sure your decisions are putting you closer to achieving them.

Step 3: Managing your lists

Any e-mail campaign will stand or fall by the strength of your mailing list. Any database you have, make sure it is accurate and have regular clean-ups to make sure it stays that way. Social media platforms and your website are excellent tool to grow your e-mail lists, so make sure you have your sign-up pages as clearly visible as possible on all of your on-line platforms. Do a “buddy check” to make sure the sign-up forms are as obvious to your friends as they are to you.

Another good way to gain e-mail subscribers is to make valuable content (white papers and the like) available behind a form where people submit details to obtain it.

So now you’ve got your audience defined, some shiny new goals and a tip-top list. Surely we are now ready to wreck it with e-mails, right?!?! Well, almost!

There are 2 (technically one) more steps to go before you can unleash. Join us next month to find out what they are!