Vision for Email
Email remains one of few methods for staying in direct contact with customers. Use email to deliver timely, tailored messages — especially promos and CTAs.
Common Goals
It’s important to set a clear goal when planning your digital strategy. Here are some common goals associated with Email.
– Increase Website Traffic
– Increase Sales and Profits
– Increase Sales and Profits
Suggested KPIs
Identify once specific metric that will act as your gauge of success for each goal. The most common Key Performance Indicators related to Email include…
– Website Users / Sessions
– Online Sales Revenue
– Online Sales Revenue
Email Strategies & Tactics
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Build Email List
– Collect email addresses in-person & online whenever possible
– Talk about the value of joining the email list across social, online & in-person channels
– Talk about the value of joining the email list across social, online & in-person channels
Provide Value To Subscribers
– Make 3-4 “deposits” for each “withdrawal”
– Maintain regular cadence of valuable content
– Rotate between in-store & online promotions
– Provide exclusive value as an incentive
– Maintain regular cadence of valuable content
– Rotate between in-store & online promotions
– Provide exclusive value as an incentive
Experiment & Analyze To Improve
– Update Goals below after UTM tracking update or with email system data feed
– A/B test emails occasionally for continued learning & optimization
– Add UTM tracking parameters to links in emails
– A/B test emails occasionally for continued learning & optimization
– Add UTM tracking parameters to links in emails
Build Email List
Timeline for Email Implementation
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Tutorials & Guides
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– Increase Website Traffic
– Increase Sales and Profits
– Increase Sales and Profits
Tools & Resources
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– Website Users / Sessions
– Online Sales Revenue
– Online Sales Revenue