02/07/2015

By Kate Schmeisser, Content Marketing Associate at SendGrid


Merriam-Webster defines strategy as “a careful plan or method for achieving a particular goal usually over a long period of time.” Although it can be easy to get caught up in the details of a single campaign (e.g. increasing your open percentages or click through rate) and lose sight of the bigger picture, your program will suffer without a proper email marketing strategy in place.

The best strategy is to send the right message, to the right person, at the right time, and with the right frequency. To take it one step further, here are some additional tips to consider when creating your email strategy:

Give Before You Take

It’s important to see the communication with your email list as a relationship, and with all healthy relationships, there is give and take. Make sure that you’re giving or sharing value before you’re asking for anything from your subscribers. Think of what valuable information you can share with your subscribers that’s specific to your industry. Any content starting with “How to…” or “Our Top Tips to…” is a good start.

Quality > Quantity

It may seem obvious, but the inbox is (more often than not) a very crowded space. One way to stand out from the crowd is to actually send less email. By making an appearance only when the message is important, or only when you have something truly valuable to share, it can serve as a breath of fresh air for your subscribers and can land you more clicks and opens.

Never Stop Testing

A good email marketer’s testing is never finished. There are so many aspects of your email to test that once you find a winner for whichever variable you’re testing, you should be able to switch gears and begin testing a new one. Different variables to test in your email include:

• Subject lines
• Pre-headers
• Headers
• Body copy
• Footers
• Images
• Button placements
• Calls to action
• Fonts
• Colors

Watch Your Metrics

Watching your email metrics is like looking through a window into your subscriber’s inbox. Depending on what level of analytics you’re able to receive from your email service provider (ESP), those metrics can prove to be incredibly valuable. The more you know about your subscribers, the better you can personalise the email content to their liking.