Building an effective email marketing strategy can be a daunting responsibility, even for the most advanced marketers.

The stakes are high: how do you successfully reach your target audience and convert them through email channels?

It’s common knowledge that email marketing is one of the most effective marketing strategies.

With a potential ROI, one can only dream of, it is crucial to put in place a clear and effective email marketing strategy that works.

Unfortunately, there is no magic spell.

Whether you work in retail, e-commerce, SaaS, B2B, B2C, or nonprofit, you can plan a successful email marketing campaign.

The trick is to stay informed of the latest email tactics, list building strategies, most effective email templates, and the best email marketing programs.

Email marketing strategies and tactics in 2020 focus on

  • Personalized email messages for better customer retention using dynamic emails
  • Interactive emails using new technologies like AMP for emails, to stimulate customer conversion
  • Email list segmentation and automation of triggered emails for an efficient email marketing campaign

What is the definition of an effective email marketing strategy?

A good email marketing strategy is a set of actions that a marketer plans and executes to reach marketing goals, using email marketing campaigns.

Based on this simplified definition, we can set up three easy and straight-forward steps or phases to put in place a successful email campaign.

Steps to create your email marketing strategy

Email Campaign Goals and Target Audience

Define your email marketing goals and identify your target audience based on specific segmentation criteria (purchasing behavior, demographics, geographic location, etc.).

Email Marketing Tactics

Decide what type of emails to create and send out as part of your email marketing campaign. Your choice of which emails to send depends entirely on your goals and target audience.

Monitoring and Evaluating the Success of your Email Marketing Campaign

Define your email marketing metrics. You will use these metrics to evaluate the success of your email marketing campaign strategy (open rate, click-through rate or CTR, conversion rate, bounce rate, number of unsubscribes, spam complaints, list growth rate, etc.)

Let’s say you are running a retail e-commerce business. Your email marketing strategy goal would be to set up an automated trigger campaign for transactional emails.

However, if you are working in a Software-As-A-Business, you would be setting up an onboarding email campaign. The goal is to convert new users into paying customers.

What you read right now is just the tip of the iceberg when it comes to email marketing strategies and tactics.

If you’d like to learn more about email marketing trends, check out our industry-specific, and data-driven best practices and examples.