We know that email marketing, done right, can be a highly effective sales and nurture tool. In fact, any company that wants to succeed in the current climate should probably be running some type of email promotion every week, year-round.
And that’s where it can get sticky. What types of promotions should you be running? And when? Should they all go to the same people? How many should you run at once?
The 30-Day Promotion Calendar
Digital Marketer HQ’s Email Marketing Specialist certification course recommends using a dedicated 30-day calendar that will serve as guide, measuring stick and point of constant reference throughout the month.
Monthly sales meetings are a great time to fill it out, so together your team can decide upon:
- Number of promos a month: Ideally you should be running at least 1 per week, but it really depends on the size of your company and your team’s capabilities.
- Name and number of each promo: If you’re running multiples, things can get tricky, so be sure to have each one clearly designated.
3.Promo Goals: Each promo should have a specific purpose and a clearly defined target audience. Digital Marketer identifies four types of email promotions:
- Activation – These are aimed at large segments that either have never purchased or haven’t purchased in some time and should offer low barrier-to-entry items (like tripwires) to get prospects accustomed to buying from you.
- Monetization – Of course, this one’s all about the money and should be aimed at as many recent purchasers as possible, so it’s a good idea to run this a week or two after an activation campaign.
- Segmentation – Designed to divide both customers and prospects by interest, this campaign induces people to “raise their hands” regarding particular topics or offerings so you can narrow your approach.
- Wild Card – Usually deployed during the final week of the calendar, this could be a combination of any of the first three or something completely off the wall. Note: Only use if you’ve met your projected revenue for the month; otherwise, use something you’re sure will work.
- List Size – Since each type of promotion should appeal to different segments of your list, your team will need to choose target lists for each. Note: If your entire list is modest in size, don’t hit them with too many promos at once (definitely no more than two at a time).
- Start Date – Each numbered and named promo should have its own.
- Number of Emails: This can vary based on promo, but the norm is three to five emails.
7. Projected Revenue: This is very important because it will determine whether (and when) you need to change tack during the course of the month. And as tempting as it might be to set projections high, it can be demoralizing for your team if you’re continually falling short.
8. Backup Promo: Sometimes the best laid plans fizzle out like a wet firecracker, so every promo on your calendar needs a backup that can be subbed in quickly if necessary.
Next week, we’ll take a deeper dive into the four types of email promotions: Activation, Monetization, Segmentation and Wild Card. In the meantime, if you have any questions about email campaign strategies, automated email marketing or anything at all digital marketing-related, please don’t hesitate to reach out any time.