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What Should Be In An Email Marketing Strategy?

By Bob Cavanaugh

An email marketing strategy is required for an effective marketing program. Everybody uses email every day. Social networking and blogging are also dependent on it. But in order to be an effective part of your total marketing plan, you need the right strategy.

Email marketing is flexible, free and traceable. A good email marketing strategy can be the most beneficial marketing tactic available to you. It can be used to build your brand, to alert customers and prospects of new product or service offerings, to follow up after people buy from you or subscribe to your newsletter and to build a relationship with your customers and prospects. According to a 2009 study by Unilever, email marketing doubles buying intention during a new product launch.

What is an Email Marketing Strategy?

Your marketing strategy should answer all of the questions you and your customers or prospects would ask about why you are sending out emails.

– Purpose. What is the purpose of each email you send out? Your email marketing strategy should be very clear about the purpose of each email you send.

– How Often. Email frequency to your customers and prospects is a vital element of your email marketing strategy. How often does your strategy indicate you should contact your various list segments?

– List Segment. Because the goal of the strategy is to make each email sent relevant to the receiver, you will need to be very specific about who will receive each email. In fact, you will probably want to send several versions of an email to different segments of your mailing list.

– What the customer needs to hear. What do you want to say to customers and prospects? Better yet, what does your customer need to hear from you? A strategy should indicate a purpose for each email.

For the most part, an email marketing strategy aims to sell products and services, provide information that moves readers closer to a purchasing decision, and follow up after the purchase is made to sell another product or service or to ensure that the customer is happy with the previous purchase. A good email marketing strategy will reflect the recent trends moving email from “mass marketing” to “mass personalization” of the message, the offer, and the interaction. An effective email marketing strategy also includes a measurement and analysis segment. You will want to measure the rate of response to your email messages and refine them for greater effectiveness. You will also learn more about how your customers want to interact with you.

Finally, your email marketing strategy must respect each person you email. Keep in mind that 70% of our decision to buy, according to John McKean (of the Center for Information Based Competition), is determined by “how we are treated as people.

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Article Citation
MLA Style Citation:
Cavanaugh, Bob "What Should Be In An Email Marketing Strategy?." What Should Be In An Email Marketing Strategy?. 26 Aug. 2010. 7 Aug 2014 <>.

APA Style Citation:
Cavanaugh, B (2010, August 26). What Should Be In An Email Marketing Strategy?. Retrieved August 7, 2014, from

Chicago Style Citation:
Cavanaugh, Bob "What Should Be In An Email Marketing Strategy?"

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