Email marketing strategy and preparation

Email marketing strategy and preparation

To further help your in-house marketing strategies we have put together 10 tips to help you with strategy and preparation.

1. Learn who your audience is

A clear understanding of your audience is one of the most important aspects before you start emailing them. Your audience is more than just a selected group. Address the following questions as detailed as possible:

  • How and when do they prefer to be communicated to?

  • Is there a specific of addressing them that will resonate (another great element to A/B test)?

  • What types of actions distinguish your audience from the general population?

It’s unlikely to ask these questions fully the first time around, but the wonder of email marketing is that, over time, you can get insights and data about your recipients so that you can make changes to your email marketing campaigns.

2. Experiment to see what sticks


It’s important to A/B test all parts of your email, from subject lines to your calls to action (CTAs). Some tips to keep in mind during your tests:

  • Only test one element at a time

  • Make sure you have a significant sample size in your testing

  • Once you find the right element, move on to the next test

Remember, your product changes, and so do your recipients, so a good email marketer is never done testing.

3. Follow a pre-send checklist

Don’t set yourself up for failure on your next email campaign. Create a checklist of important steps you need to take into consideration before you send.

Once compiled a checklist that you can reference back to, be sure to add your items to customise it to your program this will make sure you have a seamless sending experience, every time.

4. Choose track and measure with metrics

Open rates, click-through and, click-to-open. To determine what metrics are best to monitor, first determine the purpose of your email. For example:

  • If you want recipients to read an important update to your terms of service, provide a compelling and interesting subject line and measure your opens.

  • If you want to extend an offer or discount, are your main metric to watch.

5. Personalise your emails

Personalisation isn’t necessarily, but it’s becoming increasingly important for email marketing. Batch emails just aren’t going to work and give you result in engagement rates.


To personalise your emails, you must first consider what data you have.

6. Have a plan for the holiday season

Did you know holiday seasons are the worst time for spam emails? Subscribers are expecting increased promotion and deals leading up to the holiday season. It’s important to remain mindful not to overwhelm your customers.


It’s worth asking your subscribers if they’d like to opt into holiday email communications. This helps set expectations with your recipients while helping you organise your holiday emails.

7. Quality over frequency

Email marketing can be an extremely powerful tool for digital communication, but that doesn’t mean upping your email frequency will make your message more effective.


In fact, sending too many emails will likely achieve the opposite result. Customers may unsubscribe if they feel overwhelmed by your communication or may even decide to mark your email as spam.

8. Timing is key

Figuring out the best time to send your email is important. While we don’t have the complete answer, we do have some advice and insight.


Tuesdays were a good day for our customers to engage. Test this day in your program and if you see success, continue to do so.


Also, consider sending your emails on “off” times, For example, send your email at 11:07 am instead of 11 am. Sending at the top of the hour increases the chance that your emails will be delayed and not reach your customer when you originally intended.


Also, avoid lunchtimes. We’ve found evenings between 8-11 pm to be a good time for open-click rates to be higher.

9. Reward your regulars

Your regular customers are your biggest asset. Subscribers who always open and click your email deserve a little extra attention for their loyalty and engagement.


Have a new email template you’d like to try out? It’s wise to start with your regular customers first. Ask your regulars how you can improve your email program and sent them with special offers and discounts.

10. Review your landing pages

Designing and writing your email campaigns will require a large amount of your time.

Send your customers to landing pages based on your goals. If you want to direct them to a certain product, send them to the landing page for that product, not your homepage.

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