9 Steps Methodology
During the course of years, my team and I have worked in various industries on designing and implementing email marketing strategies. What we have found in all these situations is that there is an underlying principle, that has to be followed through in order to have a long-term successful email program. It’s not a “trick” or a “secret” but the basic rule of delivering a relevant message. This might sound as simple, but believe me, it isn’t. Specially in email marketing.
Let’s start by analyzing this term: delivering a relevant message.
Delivered message is only the one that is received and understood.
Received pertains to being able to send following the “standards” of mass email messaging. It requires knowing technical rules, protocols, etiquette and legal background of sending mass email. If you don’t follow these rules you will be blocked and even blacklisted.
Understood pertains to the level of clarity that the message creates in the recipient’s mind. What we usually find is that senders tend to talk their own language TO the subscribers. Email is not for talking TO someone but WITH someone. A famous quote from Dr. Flint McGlaughlin that I like to quote is “Clarity Trumps Persuasion.”
Relevant message is also a tricky part. If you have a big subscriber base and don’t segment that list thoroughly, you will end up “bulking”. “Bulking” refers to a very high volume and generic advertising via email. Email is not for advertising but for communication, thus the message has to be relevant to the recipient. This requires segmenting, using specially catered content and sending as relevant message as possible. There is a strong push to “transactional” and “triggered” from “bulk” email and ISPs are on the front lines of this change. And if you wish you deliver mail to these ISPs, you have to play by their rules.
Now, let’s go back to the 9 steps method. It’s a methodology, sort of a checklist that we always bear in mind, regardless of the situation and lifecycle that we’re in. This is not a perfect world and nobody really expects that a methodology has to be followed vigorously without interruptions. This said, I have to stress that the initial 3 steps are fundamental for understanding the requirements, but we have a set of questionnaires and documents ready to send you before our first action meeting. So it doens’t take a lot of your time.
The subsequent 6 steps are settled in a circle allowing us to enter into the next iteration of the email program and improve it.
In a perfect world, we’ll go over them in a linear manner. But world isn’t perfect and we’ll have to buzz around fixing things, sending campaigns, preparing newsletters and catering for the top management at the same time. What the method gives us is bird’s eye view on all elements of the email program and a map to quickly find issues and fix them.
If you wish, you can read more about each of the steps. I’ve tried to make it as descriptive and fun as I could, I hope it won’t bore you to death : )
Or, you can just message us and let us Jazz Up your email program. We’d be happy to.
Sync the Goals and the Flow Okay, so now you know WHERE you can fit email communication in order to achieve your GOALS. It’s time to plan HOW to synchronize those two, and there are some tools for that. We’ll start from the Flow part and define types of messages you’re to start sending. Triggered messages
The Flow Better understanding of the current flow in which a product is reaching users is a main point to integrate into steps of email marketing. You already have at least a couple of channels where your consumers/customers/prospects come from: whether the users are shopping online, interacting with your customer support, engaging with your app
Okay, so you’re ready to start emailing? Right, my bad… let’s try that anew. Okay, so you’re ready to start planing your email marketing? Great, you’re just at the point where you need to realize WHY you want to do email. Well, yeah, I know it’s for money or fame, or both, but from a marketing