With the holidays right around the corner, you’re probably doing some research to find recipes that friends and family will be excited to eat. You’ve got to find something that is filling, looks pretty and fits any special dietary needs that your relatives may have.
You never want someone to leave your house hungry, just like you would never want to leave a customer confused or disinterested in your email. Creating and executing a successful email campaign can be very similar to making a holiday meal. Let’s look at the similarities.
Objective [The Menu]
In this blog, we’ll talk about campaign objective as the menu. Objectives and strategy are what you use to plan out your campaign. As when you’re planning out a menu and determining what you’re going to serve (Turkey? Potatoes? Canned cranberries?), with email you need to figure out what you’re trying to accomplish (raising awareness, reengaging, product promotion). It’s important to take a step back and ask what you want to do and how you want to get there.
Content [The Main Course]
With emails content is your main course. It’s the core of the meal and the centerpiece of the table. Without solid and relevant content, your audience isn’t going to engage with you and eventually you could lose revenue. Your audience needs to see interesting and relevant content so that they’re compelled to do business with you. As we all know, Content is king. And just like preparing a turkey for the holiday, you need to have content that is fulfilling.
Email design is like your table presentation. It’s the icing on the cake when you’ve served a great meal. As with email, you want the content [food] to look good and appeal to your audience [relatives]. Guests aren’t going to be enticed to eat from a greasy plate, they want food that looks fresh and delicious. Everyone loves a pretty email, but it’s not effective without the right substance and planning. Presentation is everything, for both emails and meals.
Segmentation [The Guests]
When you segment your email list, you’re making sure that you’re giving the right information to the right person. You wouldn’t want to send a CFO a white paper on how to install a new financial system. The same concept goes for meals; you don’t want to prepare an entirely vegan meal for your steak loving relatives. Segmenting your emails and delivering relevant content lets your customers know that you understand their needs and that you have what it takes to work with them.
Whether preparing an email campaign or planning a family dinner, here are a few questions you might ask yourself:
- Does this audience need to receive this email? Will my 6 year old niece eat pork tenderloin?
- Does my audience need to be segmented? Do I need to create options for a kids table and an adult table?
- How will my prospect react? Will my guests appreciate the vegan and gluten free options?
- How are you personalizing the copy of the email? Will the guests sit at their assigned seats?
Lots go into planning meals and email campaigns. Let us know how you do it!