3 Crucial Tenets Of Email Marketing

by Carlo de la Paz · 27 comments

This is a guest post by Carlo de la Paz from Branders.com.

Planning for email marketing strategies is like producing a film or movie. There are many “production stages” involved.

In filmmaking, you can’t just grab a video recorder and shoot scenes right away. You need to follow a timeline that will allow you to take care of the many aspects and requirements of the project.

It is the same with email marketing. There is a need to follow a sequence so you can plan, execute work properly, and finally, gauge the results.

If film making has pre-production, production, and post-production stages, so does email marketing. You need to make sure to adhere diligently to these three stages so you won’t miss anything.

Check out the three stages of email marketing and what it entails for you, the marketing expert:

Email Marketing Strategies

1. Pre-Production Stage

The pre-production stage of email marketing is essentially about the different preliminary preparations.

At this stage you will need to define your target audience and find what their different needs are. You will also decide on the date of the targeted emails as well as which email marketing software to use. Here are some tips you can opt to follow:

  1. Get To Know Your Target Audience Closely

It is not enough to identify their basic demographics. Find out their lifestyle and how it fits or suits the products and services you offer. Determine what tickles their fancy and what their main interests are. It also helps to know how they generally communicate so you can adjust the tone of your emails.

  1. Locate And Purchase Great Email Marketing Software.

It is imperative that you find a highly efficient email marketing software or application which can help you achieve your email marketing goals. You can try using the trial versions that some companies offer but you have to think about the long haul too. So make sure to secure a good budget for these software and applications.

  1. Design And Run Some Tests For Your Campaign.

Once you have identified your audience and purchased a good set of email marketing software, you can then begin designing and testing your campaign. Keep your overall marketing goals in mind when thinking about the perfect slogan, motto, or catchphrase. The message has to be short but highly effective. Once you’re done, you can proceed on identifying potential respondents to test the campaign with. This way, you’ll have an idea if your design can potentially bring in positive responses from future buyers.

  1. Set A Date And Timeline For The Campaign.

This is the part when you check your calendar and determine the schedule for your campaign. This is critical because you don’t want to be too late in promoting your products, like offering Christmas ornaments when Valentine’s Day is near already. Make sure to set a workable and definite schedule. Don’t forget to stick to it!

2. Production Stage

When you’re done with the pre-production stage, you can proceed with the production stage. A lot of work comes in here too so you better be ready. Check out some tips that can make the task really bearable for you:

  1. Segregate Your List.

The list that you came up with from pre-production stage will have to undergo segregation. Why is this done? This is primarily executed to erase contacts that may not be interested with your campaign anymore. You will avoid potentially irate customers if you do this properly.

  1. Set A Date And Timeline For The Campaign.

This is the part when you finally send those useful and helpful emails. Be prepared to alter or revise some of your wordings as you deem necessary for some respondents.

3. Post-Production Stage

Email marketing doesn’t ends after sending the emails. You need to monitor the results too. This is the only way for you to know if the campaign was successful or not. Below are some pointers for you:

  1. Respond To Emails Immediately.

Send timely replies to your respondents. This way, they will have an impression that they can expect great service from you and that you are attending closely to their needs. You can opt to be more casual when you reply to their emails.

  1. Develop An Alternate Plan

If you don’t have too many positive responses, you must have a backup plan. You need to create a system that will allow you to respond appropriately even to the most hateful of emails. Make sure to maintain professionalism at all times.

  1. Maintain Or Improve your email marketing strategy.

Once you are able to gauge if the campaign was effective or not, you need to either maintain or improve the strategy. Scrap ineffective techniques and maintain or develop the good ones.

Email marketing is not easy to do but if you’re diligent with your work, you’ll find that although it is challenging, it can be pretty rewarding too.

So what are you waiting for? Go ahead and develop an email marketing plan now!

About Carlo de la Paz

The author is a marketing professional for an e-commerce company that sells promotional merchandise.

has written 1 superb article(s) on this blog

Joseph Mills March 30, 2012 at 9:32 am

Hey Carlo, you have these very organize plan. Bull’s eye!!! Planning plays very important role in any venture of life. Immediate response to email is very important. Early bird catch the worms.

Rebecca_SEO April 2, 2012 at 12:18 pm

Yes, definitely. One of the things to consider before starting email marketing is to have a huge and good email list. This might be the main problem of most marketers especially those that have just started business online. You might as well mention some tips and methods here, looking forward for you to discuss it in your next post. 🙂

xarzy April 6, 2012 at 7:07 pm

Well this is helpful for me. But one thing is not so clear yet. How can you specifically target a demographic and with the additional properties you’d mentioned.

Ayesha April 9, 2012 at 2:19 pm

These three stages are very essential, we must know what are needs and wants of customer’s and how we fulfil their requirements.. While marketing we must promote product in proper place at proper time..

Sajid July 16, 2012 at 5:17 pm

Hmmm… I think you are right .
But don’t you think these are too hard for the newbies or the people just started the marketing work to make their income?

Ruth Williams July 26, 2012 at 2:41 pm

Email marketing has been an annoyance not only for consumers who receive truckloads of spam in their accounts daily but also for marketers who waste a lot of precious time in sending emails to people who are not the right audience for the product. But if this process is planned the way you have showed, it will definitely be fruit-bearing procedure and one to be relied on. I have made an outline of the process the way you have illustrated it and it will definitely come in handy when I have such an email marketing campaign.

Steve January 10, 2013 at 7:48 am

All good tips. We are actually a lead gen company that uses email marketing to reach out to thousands of prospects at a time for our clients. Creating an effective strategy and being sure to respond to emails promptly are the keys to success.

It also really helps if you can call someone and get them on the phone. This helps things move along much faster in the sales cycle.

Previous post:

Next post: