Several carefully executed complex operations contribute to the success of an email campaign and email campaign management.
Agencies who cater to various clients for their email marketing needs find it even more daunting to manage the email campaigns because of a lack of proper processes and long approval cycles.
15% of agencies fail to customize their service or deliver it on time. While 60% of agencies find it difficult to acquire new clients and 16% face the issue of retaining existing ones.
Here’s an insight into different tools and assets that you can use for seamless email campaign management.
1) Getting the Right Information
23% of agency owners cannot meet client goals and expectations. One of the primary reasons for this is not getting the right information and not being able to understand their requirements. Have a questionnaire to ask the clients their brand values, vision, and beliefs. Try to learn about the customer challenges that they can solve. Use Formstack, a DIY form builder to create a basic form to evaluate their needs.
2) Assessing the Current Email Marketing Strategy
Once you have a clear idea about the campaign objective, use a template to audit the client’s current email marketing strategy. Email list, copy, design, subject line, and CTA placement are some of the aspects that you must assess. Pinpointe has an exhaustive email audit worksheet that can help you get a clear picture of what is working is what is not.
3) Planning Email Campaigns
Proper planning is important for successful email marketing. According to Litmus, 55.8% of marketers maintained an email marketing content calendar year-round in 2018,
Some of the popular tools that can help you with this are Google Sheets, Trello, Jira, Asana, Workfront, Smartsheet, and CoSchedule.
4) Preparing the Email Copy and Design
It is recommended to use Google Docs to draft an email copy so that the client can easily edit and suggest changes. You must use a detailed brief to outline the goals of the email and the audience, messaging, and KPIs. After it gets approved, you can proceed to the design. Just like you need an email brief for the copy, the design brief is also important.
The required color palette, image assets, brand guidelines, and contact information are key aspects to be included in the brief. You can use Basecamp to get help with complete project management.
5) Coding the Email
Check the email width, size of the images, text to image ratio, mobile responsiveness, font size, alt-text for visual elements, and size of the CTA button in the coded email. You can use tools like PreviewMyEmail and test all the email templates to see how they look across the diverse email clients. Pinpointe also offers an in-depth email campaign previewer to all of their customers.
6) Approving the Deliverables
InVision App and GoVisually are two tools that can streamline the approval process for you. You can use an email marketing checklist to ensure that nothing is missed out.
To Learn More About Email Campaign Management…
and the tools used for optimizing it and download the assets, take a look at the resourceful infographic by EmailMonks: Tools and Assets to Facilitate a Successful Email Campaign.
