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Craft Email Marketing Plan

Develop a successful email marketing strategy.

1 hour to complete

Set Goals

Choose Platform

Build List

Create Email

Use Automation

Measure Performance

Create Valuable Emails

Think about the last time you were happy to open an email by a brand...

🤔 Is it when there’s a sale from your favorite store?

🤔 How about valuable tips and info relevant to your internship search process?

Whatever it may be, it probably feels relevant to you.

Step 1: Value Starts in a Captivating Subject Line & Preheader

Source: MailerLite

The subject line should be concise (50 characters or less) and evoke curiosity or urgency.

❌ Don’t come off as “sales-y” because 69% of email recipients report emails as spam after reading their subject lines.

❌ Also, don’t promise something in the subject line that you can’t deliver in the body - no one likes being click-baited.

The subject preheader should complement and expand upon the subject line while keeping the same conciseness (40-70 characters). It should also include:

• A key benefit, special offer, or exclusive content.
  
• Tease the content without revealing everything.
• Incorporate a subtle call to action.

❌ Avoid duplicating or repeating the subject line, rather it should provide additional info.

Step 2: Clear, Engaging, and Visually Appealing Copy

To know what to write, you need to decide what type of email you’re sending out.

Email Types

Newsletters

• Summaries of recent content
  
• Announcements
  
• Updates
  

Informational

Announcements for:

• New content
  
• Upcoming event
  
• Product updates
  
• Partnerships
  

Transactional

Triggered when reader performs a specific action:

• Confirmation
  
• Thank you
• Welcome
  

Lead Nurturing

Guides user further down the sales funnel to take different actions:

• Giveaway
  
• Sign-up
• Discount
  

One rule stands: when people open your emails, they should know that it’s your company’s.

Maintaining your brand voice and appearance means you need to:

• Use a consistent tone throughout all marketing platforms - email, social accounts, and website. Keep it friendly.
  
• Incorporate the same colors and fonts too.
• Display the logo prominently.

A great example is Blue Apron’s email below!

Keep things simple. Don’t write as long-winded as your blogs. Clutter will overwhelm your readers.

But don’t forget one to two relevant calls-to-action (CTAs)!

Step 3: Responsive Design

Ensure you review what your email will look like on a laptop vs. mobile device. If something looks off/hard to read, edit it!

Source: Emma Email Marketing