Total E-Mail Marketing
This clever text explains how to plan and execute e-mail campaigns which integrate with other online and offline communications, and is intended for customer acquisition and retention.
TABLE OF CONTENTS Total E-Mail Marketing
Chapter 3: E-mail Campaign Planning
Chapter at a Glance
Overview
This chapter sets out a structured approach to planning e-mail campaigns. It also describes how an overall e-mail strategy can be developed.
Chapter objectives
By the end of this chapter you will be able to:
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develop a plan for how e-mail marketing integrates with other marketing
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identify the cost components of an e-mail campaign
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assess the main success factors in designing an e-mail campaign
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devise measurement and testing approaches to improve campaign performance.
Chapter structure
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Introduction
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Objective setting
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E-mail campaign budgeting
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Campaign design: targeting, offer, timing, creative
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Campaign integration
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The creative brief
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Measurement
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Continuous improvement of campaigns
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Testing
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Campaign management and resourcing
Introduction
The CRITICAL factors that influence the success of an e-mail marketing campaign were explored in Chapter 1. In this chapter we look in detail at how we can select the best options for these factors at the start of a campaign. This involves answering these types of question:
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What are we trying to achieve through our campaign(s)? What are the long- to medium-term emarketing objectives and the campaign-specific objectives?
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What are our options for the type of incentives or offers in a campaign?
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How do we segment the list to target recipients with a relevant offer and creative?
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How can we integrate the e-mail campaign with other marketing campaigns through time?
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How do we measure the success of the campaign and how can...
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