You know you should have an email strategy… but if you’re not sure how to create one, here’s your blueprint.

But first… who am I to talk about email strategy? Over the last few years, I’ve worked with a variety of clients to develop and implement their email strategies. I’ve helped eCommerce & SaaS companies and service-based businesses ideate, write, and implement email marketing strategies that boosted their sales and created superfans of their brands.

So fun! I dig the variety of work.

Even though I’m working with a broad array of types of businesses, there are some common things that apply to all of them.

So, no matter what type of business you’re running, this blog is for you.

First things first: why email marketing strategy?

No matter what your business sells, email marketing is a channel you need to embrace. It’s more personal than social media, you have control over your list (because you own it, unlike the content you publish on other social platforms), and considering how much time most people spend in their inbox (on their desktops, laptops, or phones), the chances of getting eyes on your emails is pretty high.

Emails can (and should) be used to build your brand, develop connections and trust with a cold/warm/and hot audience, show your business’s personality, and sell your products or services.

Sounds simple. And it can be!

It can also get incredibly complex.

Email Strategy: the building blocks

Sure, you can pop open an email and compose a message to your audience without putting too much thought into the what and why behind it. And you might get decent open and click rates (kudos to you if you do!). Some people (and brands) like to fly by the seat of their pants when it comes to emailing their lists. And that’s cool. But is it achieving your goals? That’s debatable.

Before emailing your list, I recommend starting with a well-thought-out email strategy. (If you need help with this, holler at your girl! This is my forté).

Your email strategy should include:

• Goals & priorities for your emails
• A few key automations based on your ideal customer journey
• A calendar-based campaign planner for one-off sends
• A personalization strategy, including thoughtful segmentation and tagging
• An execution/implementation plan

Mapping out your goals

What do you hope to achieve in your business using email? Engaging subscribers? Increasing revenue? Boosting your metrics? Cross-selling your products/services? Get clear on what goals you’re shooting for and build your email strategy to help you get there.

Automations

Automations are your secret weapon to engaging your audience through the inbox. Set them up once and forget about them (for at least a few months until they need to be polished). Read more about the top 3 automations that will save you time & make money.

Content Campaign Calendar

Map out your email campaigns by quarter/month/week (and try to have all campaign emails created, tested, and ready to go at least two weeks in advance). If you’re looking for content inspiration, leverage holidays, seasons, and current events. Base your content around 3-4 pillars, like educational content, promotional sends, entertainment content, user-generated content, or repurposing content from other channels.

Personalization Strategy

Personalization is hugely important in building a killer email strategy. Rather than sending every email to every subscriber, note who they are and what might interest them the most. This article goes into great detail explaining what to personalize and how to do it.

Implementation

Who will do what — and when? Set yourself up for success by mapping out roles and responsibilities and checks and balances. If you have a team, delegate the tasks and play to the strengths of your team members.

When it comes to email strategy, a little planning goes a long way toward helping you crush your goals.

Don’t forget to thank people for being a member of your community! Thank them for their purchases. Help them help you by creating a referral bonus for sharing your brand with their friends or colleagues.

A little gratitude goes a long way.