If you are unable to attend, don’t worry. HubSpot will be reporting live from the event and passing on the lessons we learn together. To get us started now, here are some ways to devise a strategic email marketing plan for 2011:
Explore Top Challenges
In order to improve your email marketing results in 2011, you will need to know what problems to focus on. What have you had most trouble with? Increasing deliverability? Developing a better email creative? Now is the time to identify your top challenges in order to address them effectively in 2011.
Brainstorm Ideas for Content Offers
You should be constantly asking yourself how to craft emails relevant to your target audience. Good offers drive active interest and keep you subscription rates high. Are you considering producing webinars or launching surveys? Have you thought about writing an ebook or creating an interactive video? Make sure your email is well incorporated with other channels, such as blog posts and press releases.
suggest that email marketing is much more powerful when supported by other marketing channels.
Find the Right Tools to Use
Figure out what is the best Email Service Provider (ESP) for you. Is your current provider making it easy for you to comply with the CAN SPAM Act? Can you easily create A/B tests of your email offers? Is the reporting comprehensive enough to track open rates and click-throughs? These are the questions you should be asking yourself when choosing the right tools to use for email marketing. Some of the most prominent email service providers are
Learn from Industry-Specific Case Studies
Find email marketing success stories in your industry and learn from them. Seth Godin, for instance, wrote about the importance of
and building trust. In one of his blog posts, he shared the newsletter success from Paul McGowan, founder of PS Audio: "His
is anticipated, personal and relevant. I signed up for it and I look forward to it... If I hit reply, he writes back." MarketingSherpa has also put together a list of
award-winning email marketing campaigns
, including best email opt-in, best email newsletter, best welcome letter and more.
Set the Right Performance Metrics
The meaning of certain metrics can vary across your company, so you should take the time and decide what
metrics are truly important to you
. While email list growth is generally a good indicator, is that what you are ultimately looking for? Maybe your email marketing program should be more ROI-driven, where you explore not only click-through rates and percentages, but see how these translate into leads and customers. It is easy to retrieve information about open rates and click-throughs, but seeing how an email send results in leads is what often poses a challenge.
As mentioned above, these planning questions will be tackled in great detail during the
Email Summit ’11
. But if you are unable to make it, stay tuned for HubSpot’s live updates from the conference!
Originally published Dec 7, 2010 8:00:00 AM, updated July 28 2017