Digital Day: How to plan your email marketing strategy in 8 steps

Digital Day: How to plan your email marketing strategy in 8 steps

posted in: Blog, Digital | 0

So you have been tasked with devising a email marketing strategy for your organisation. Here are 8 steps you can take to build your plan of action! In my case, we are integrating an email automation platform, so I can say that this has been very handy…

In the first place, you need to get clear about what, i.e the product/s or service/s, that you want to promote. It all starts with your product funnel, which leads to your content marketing plan, which leads to your email marketing calendar.

Step 1: Determine your product funnel/s

You probably already have various products and services, but you may not have designed a product funnel yet that helps you understand how everything is interconnected and works together. For example, how does one get from seeing the sales page to getting the product or service delivered? Understanding this can help you keep your different lists and promotions in order. It would really help if you draw it out on a board, big A3 paper, and to jazz it up, you can use post-it notes.

Step 2: Design sales pages for each product

Each page should tell your audience the benefits of purchasing the product. Remember, sales pages only focus on the prospect and not on you. Highlight your benefits; if you can only come up with features, ask yourself ‘So what…?’ – the answer to that would be your benefit. Always pretend you are the client and answer all the questions and concerns they might have right on the sales page. Better still, get some potential customers in front your page and observe their reactions.

Step 3: Start appropriate email lists for each product

Using your autoresponder (here’s looking at Aweber – for a more enterprise level/B2B marketing solution, check out Pardot), create the lists for each product or service that you will promote. At the minimum you will want a general email list for people who visit the front page of your blog, and then two lists for each product you sell:

  • one list for people who purchased the product (Purchasers or Customers)
  • one list for people who just want more information about the particular product (Prospects and Enquirers)

Name them appropriately so that you know where to put the messages based from where the audience joins your list.

The following 4 steps involve creating different calendars. Personally, I find Google Calendar quite helpful for this purpose.

Step 4: Develop a new product launch calendar

Knowing when each product is being launched for new upcoming products and or services will help you identify which lists you can include the announcements and information on. Plus, it will remind you to create new sales pages, lists, blog posts and email marketing messages for each new product.

Step 5: Create a blog post publication calendar

Based on the product launch calendar, write blog posts and set deadlines for them to be scheduled. Feel free to add reminders on your phone. Ensure that some blog posts promote the various sales pages, and other blog posts are designed for those who purchased already. For each message, consider who will see it and where they come from.

Step 6: Create a social media content publication calendar

Looking at your blog post publication plan, develop your social media messages related to your blog posts, in a series that will attract your readers to click through to your sales pages and purchase or sign up for your email lists. Check out this useful article and infographic on 5 top tips on posting on Facebook, Twitter, Pinterest and Linkedin.

Step 7: Create an email publication calendar

Based on how everything works together above, create a series of emails that you can edit appropriately for each separate list that you may want to promote the new product to. Load them into the right auto-responders, ensuring they link to the right sales pages depending on the audience they are sent out to. Be very careful as mistakes can be embarrassing.

Step 8: Craft follow-up messages

Remember to craft all your follow-up messages too for each product or service that you promote. Once sold, you will want to keep in contact with the customer who bought it so that you can market future products and services to them.

By creating a plan of action to follow, you can make sure every single time you launch a new product that you can cross-promote other products and services without bombarding your mailing list with messages they don’t need. Hopefully, this will increase your conversion rates exponentially. Put in the right infrastructure in the beginning so that your content goes together like a puzzle that seamlessly promotes all of your products and services, and it’ll be that much easier to grow!


Sharliza is a Head of Digital by day for the RSA, and manages everything to do with their online presence.