The presentation provides an overview of how to develop an Email Marketing Strategy

1. IEMAIL MARKETING STRATEGY
Email Marketing Strategy

2. Strategy Elements
 Business analysis
IEMAIL MARKETING STRATEGY
 Communication Opportunities
 Content building strategies
 List building strategies
 List Management
 Email Marketing Infrastructure
 Marketing Organization
 Develop budgets
 Implementation Support

3. Business Analysis
 Understand Business, Products, Services
IEMAIL MARKETING STRATEGY
 Customer profiling
(Industries/segments, Decision
makers, influencers)
 Organization structure
 Sales & Marketing organization
 Sales and Marketing processes
 Current Marketing initiatives – Conventional
and Internet Marketing

4. Communication Opportunities
 Derived from the Business Analysis
IEMAIL MARKETING STRATEGY
 Some Typical opportunities
◦ New product launches
◦ Special promotions, Events
◦ Periodic Newsletters (with pre-decided
content categories)
◦ Purchase triggered emails
◦ Warranty renewal triggered emails
◦ Support triggered emails

5. Content Building Strategies
 Depending on communication
IEMAIL MARKETING STRATEGY
opportunities, develop generic content for
each type of opportunity
 Assign content generation to people in the
organization
 Set up a mechanism for people to contribute
content on an ongoing basis
 Build processes to ensure a smooth
functioning of Email Marketing

6. List Building Strategies
 A good list is critical for the success of Email
Marketing initiatives
IEMAIL MARKETING STRATEGY
 Bought out and scraped lists are only for absolutely
new businesses – and are very tricky. Your website
and mail servers very likely to get blacklisted for
spam
 Put in list building processes into the organizational
functioning
 Lists can be build from many internal sources – Sales
teams, your website, Purchase Invoices, Customer
support requests and other divisions of the company.
 Without appropriate mechanisms and management
commitment – you will never have a solid list

7. List Management
 A central database of mailing lists is useful
IEMAIL MARKETING STRATEGY
 Larger multi-product, multi-service organizations
can categorize their mailing lists by category
 Every new email id can be checked for validity
before emailing
 At the end of every mailing, all bounced, suspect
and unsubscribed must be scrupulously removed
from the entire database
 Management processes must be defined and put
in place to ensure that this functions smoothly

8. Email Marketing Infrastructure
 Outsource or build your own decisions
IEMAIL MARKETING STRATEGY
 Your own mail servers or rented smtp
services
 Shared hosting or VPS
 Ensuring high IP and mail server
reputation (if own infrastructure) to
maximize delivery

9. Email Marketing Organization
 Define marketing processes and
IEMAIL MARKETING STRATEGY
assign responsibilities for:
◦ List building
◦ List management
◦ Content generation
◦ Newsletter creation
◦ Executing the campaign
◦ Analyzing campaign metrics
◦ Leads management

10. Develop budgets
 Budgets can be set after:
IEMAIL MARKETING STRATEGY
◦ Freezing on communication opportunities to be
used
◦ Frequency of email marketing for each
communication opportunity
◦ Factoring in allocated or additional manpower
costs
◦ Estimation of email marketing infrastructure costs
◦ Estimates of Design costs

11. Like to know more?
IEMAIL MARKETING STRATEGY
Contact Us
A.S.Prasad
Stride Business Consulting
No.7, Shubh Enclave, Harlur Road,
Bangalore, India - 560102
Tel: +91-80-41642684 Mob: +91-98451 72986
URL: http://stridebusiness.com
Email: contact@stridebusiness.com