▷ Building an email strategy in 3 stages? work as one team !

Successful implementation of a robust and effective email campaign requires invoking all types of resources within the company: strategy manager, designer, copywriter, developer, data specialist. All are essential to the success of the campaign, especially as email has become an increasingly complex tool, between increased personalization, interactive content or even responsive design. Hence the importance of building a marketing team…

So email campaigns will be more effective if all these roles are included. In other words, even if you have an excellent editorial team, without a strategy manager your campaign will not perform well. Each of these five functions plays a unique role within the three distinct phases that make up what we might call the ’email team cycle’. Imagine a continuous flow of communication between different roles, moving your email campaign from one stage to the next while providing feedback between teams.

Step one: strategy

The first part depends on the team strategy manager. During this stage, previous campaigns should be analyzed and a new plan developed based on this information and various feedback available to the company. Even for the smallest of projects, this stage of evaluation and adaptation is essential. It makes it possible to better understand the audience and its expectations and to adapt the content effectively. The strategy team should ask questions to analyze the delivery rate, bounce rate, block rate, and other recipient information so that future emails have a better chance of getting into your inbox rather than your spam folder. When it comes to content, it’s important to analyze the success rates of campaign elements based on criteria such as the subject line, images, and clip performance. All this data is necessary at the strategy stage.

After the analysis, developing an email sending strategy for future projects is the other key moment in this phase. It is better to focus on setting goals – SMART indicators – and plans for implementation. Although the email strategy manager role is crucial in all three stages, it is during this stage that they really have the opportunity to shine. He is responsible for developing the overall email dispatch strategy, based on data from past campaigns and information about the target audience. A good strategist will rely on the advice of all the experts in the organization, including members of the broader email and marketing team, to better understand how email is performing. Built into the general context.

The second step: creation

Now that the entire team has a clear understanding of the goals, the chemistry can get to work. This is where copywriters, designers, and developers come in to define the format, refine the text, and write the campaign code.

Design defines how text and code are written and promotes audience interaction. Designers play an important role in deciding or designing the best layout for a unique email template or email. Whether the email is informational or promotional, the design should take into account images, information and calls to action that will be included and combined in the most natural and attractive way possible. So promotional emails should link to purchase pages, informational emails contain more text.

Then the copywriters step in and make sure the message inspires and inspires the recipient enough to drive engagement. The copywriter will work with strategists and a data scientist to understand which posts are most likely to convert, which calls to action drive the most clicks, and where it makes sense to use marketing opportunities. Allocation and retail.

Developers must work in unison with designers and writers to incorporate unique design elements – such as Gifs, interactive images, countdowns, etc. – which requires a personal code.

Step Three: Optimization

The third and final step is about optimizing your email campaigns and contact lists. At this point, the data scientist and developer will work alongside the strategy manager to integrate the CRM, test, verify, approve, and send the final email. To get started, the team will need to identify and implement segmentation opportunities. You will then ensure that your CRM is well integrated with your email system. Finally, data integrity will be checked and personalized. She can then focus on the final phase of the campaign, in which she will use different skills — copywriters, designers, and a strategy manager — to help her review the final text and design, and test variants and validate item A/B tests.

Finally, someone, usually the email strategy manager, approves and sends the email, or publishes the template. The fact that someone is responsible for locating errors and typos, or even flaws in code, text, or design, will reduce the likelihood of errors occurring when submitting.

Once the email is optimized and sent, the data analyst can go back to Step 1 and examine campaign performance in order to consider possible improvements and adjustments for future submissions.

Team at the service of a strong email strategy

Strategy Manager, Designer, Copywriter, Developer and Data Scientist plays a vital role in reaching different types of customers targeted by a brand. The email tool has become more sophisticated and complex. An email marketing team that combines the various skills mentioned will be able to create effective and impactful campaigns and thus succeed in getting out of the most crowded inboxes.

About the author

By Alexander Zybrik, Pathwire Delivery Expert

Leave a Comment