[Email Marketing] 03. Create an Email Plan

EMAIL CAMPAIGN STRATEGY
Create an email strategy centered around your marketing objective by putting together the type of content you want to send and when you would like to send it.

• Email Content Calendar: Think about the email content you want to send your customers. Consider the marketing objective for each of the emails you want to send in your email sequence.
• Campaign Calendar Schedule: Determine which content piece you should send, how frequently and at what date and time you would like to send it.

WHAT EMAILS TO SEND?

Send emails in a logical sequence. If you are promoting an event, your sequence of emails might look like the following:

1. Promote Event
2. Email Confirmation
3. Event Reminders
4. Thank You Email

Transactional Email: 

A Transactional Email is sent or “triggered” based on some action taken by an individual. Actions can look like the following: 

- newsletter sign up

- marking a purchase

- completing a task

LIFECYCLE MARKETING OR DRIP CAMPAIGNS

Lifecycle marketing and drip campaigns are an effective way to market and engage with your customer by dropping a small amount of information on them over a period of time.

Be sure that your marketing efforts are representative of your brand, encourage engagement and are optimized for conversion.