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Email Marketing Strategy 2022. Definitive guide.
Inna Sabada
by Inna Sabada
Email Marketing Strategy 2022. Definitive guide.

2022 Email Marketing Strategy: The Ultimate Guide to Crafting and Executing Effective Campaigns


What does a successful email marketing campaign consist of? The answer is simple: idea generation and multiple workflows. To be successful, you need to make sure that every element works effectively and that they all fit together perfectly.


Today, almost every niche has a large number of competitors. As a result, the company with the best promotion and development strategy gets more customers. An email marketing strategy is an integral part of the work of every self-respecting marketer. It is with the construction of a strategy that works on any project begins because only in this way a specialist will be able to streamline the chaos and set up the correct work of email marketing.


Stages of building a strategy in email marketing:


Stage 1. Analysis of the situation.


In the first stage, you need to analyze the situation in email marketing at the moment.


1. If you have already launched mailing lists, do error analysis and find strengths. View reports on deliverability, domain reputation, and percentage of emails going to spam.


2. Check the status and quality of the contact database. If there is no database yet, consider ways to collect it; if there is, determine the segmentation criteria.


You can read about the methods of collecting the base in the article -  18 effective ways of B2B lead generation


3. Types of letters. Analyze what types of mailings you already send to customers: triggered, bulk, or transactional. Perhaps you have multiple segments that receive different messages.


4. Analyze the content and layout of emails. Check the layout too. It will be mandatory to have Alt for images, links under images, a prominent call to action button, etc.


5. Audit your email topics. Do they intrigue, cause a desire to open a letter. If not, experiment with wording.


Stage 2. Goal setting.


Main directions:

1. Targeted traffic to the site and getting quality leads from the newsletter.
2. Brand awareness - the formation of knowledge among potential customers about your company and its professionalism in this area.
3. Audience loyalty - increase in mentions, increase in brand advocates, etc.


Regardless of the goal, it is important to tie it to real and achievable numbers, as well as set deadlines for implementation. But if you are at the beginning of the journey and it is difficult to indicate the exact numbers, then put down indicative indicators.


In addition to deadlines, it is also important to determine KPI - key performance indicators such as Open Rate, Click Rate, CTOR, Conversion Rate.


Stage 3. Competitor analysis.


The work of a marketer should begin with an analysis of competitors, studying their advantages, compiling a list of their disadvantages, and recommendations on how to prevent or correct them in working on your project.


What to look for:

- To the email-mailing of competitors. It is necessary to register, subscribe to the newsletter, and leave mail wherever possible. Create a separate email for this. Pay attention to the frequency of sending emails by competitors, the content, the presence of automated emails, and what actions they are triggered by;


- On the social networks of competitors. In the social networks of competitors, you can see not only possible content but also what topics are most interesting to subscribers in order to use them in your newsletters;


- To the site of competitors. On the site of competitors, you need to pay attention to the presence of forms for subscribing to the newsletter, the possibility of registering on the site, whether these forms are convenient for the site visitor and whether they are easy to find. You can also see what competitors are using to increase the number of newsletter subscribers (bonuses, discounts, gifts, etc.)


4. Stage. Definition of the target audience.


To build long-term trusting relationships with your audience, you need to know them well. Namely:

- Own data on age, geography, and approximate level of income.
- Understand fears, pains, needs, and selection criteria.
- Have an idea about the customer's journey (how he makes a purchase decision, how often he buys, how many points of contact are needed for an order, etc.).


1. Business model. For the B2B and B2C segments, there will be different offers, communication styles, and even designs.
2. Marital status. Divide the audience into groups by status: parents, couples with or without children.
3. Activities. Depending on the position of your recipient, choose the style of communication.
4. Seasonality. Consider seasonality in your campaigns.
5. How long is the client with you. Lead potential customers smoothly to purchase. Introduce them to the range, the company. But for the current ones, offer to buy a product, become a member of the loyalty program.
6. Behavior on the site. Depending on the user's action, send different emails. For example, send a welcome message to those who have just subscribed. Reminder about a forgotten item in the cart - for those who have not completed the purchase.


Stage 5. Optimization of registration and order forms.


In order for site visitors and customers to be able to receive letters and want to do so, it is necessary to optimize the registration and order forms.


Read - Creation subscriber database. Subscription form.


The most necessary fields for user registration: are name, phone number, and mail. Everything else about the client can be learned from his orders, activity on the site, etc.


Stage 6. Automation of mailings. Trigger mailings.


Anything that can be automated, automate. 


Benefits of Marketing Automation

For every action of a site visitor that can lead to a purchase, there should be a trigger email.


You may be interested - Trigger Emails and Types of trigger emails


Stage 7. Determine the types of mailings that you will send.


In order not to repeat yourself, read our article on this topic - Types of email campaigns


Stage 8. Appointment of responsible persons and budget planning


The implementation of the strategy is impossible without those responsible.



Conclusion: how to measure the result?


The most important metric for most companies is revenue. The main method of measuring the success of email marketing is to calculate indicators such as ROMI and CAC.


You can read more about email marketing metrics in our article - Email campaign performance indicators.