Developing an E-Mail Communications Plan: Elements and Tips!

Without a plan, don't expect your e-mail marketing effort to get a standing ovation. Here are elements some consultants include when developing an e-mail communications plan.

In many companies, the launch of an e-mail marketing effort is right out of an old Judy Garland/Mickey Rooney movie:

“Hey, gang, let’s do a show!”

“Yeah, great idea!”

The next thing you know, the gang is cavorting around the set in beautifully choreographed dance moves, singing in perfect harmony. That’s the way it works out in the movies, anyway.

But without a plan, don’t expect your e-mail marketing effort to get a standing ovation. Here are the elements we include when developing an e-mail communications plan for a client:

1. Marketing Objectives: What are we trying to achieve, in measurable terms?

2. Audiences: Who are we trying to speak to? Who are we trying to serve? What are their characteristics and their needs? Keep in mind that you may be trying to reach multiple audiences.

3. Value/Benefits: What can we offer for each audience we’re trying to reach? How will they benefit, what will they get out of the e-mail communications we’ll be sending them?

4. Messages/Information to Communicate: What do we want to get across to each target audience? What will be the content of the communications we send out to them? Consider both marketing and editorial content.

5. Media/Vehicles to Use: What form should our communications take? What kind of list? An announcement list? A discussion list? A newsletter? News items? Daily tips? A series of brief commercial messages? Keep in mind your various audiences and what format will be most appropriate for their needs.

6. Resources Required: Who’s going to do the work of building the list or lists, setting up the technology, creating content, writing copy, composing messages, managing lists, sending out mailings? What software will you need? How about hardware? And how much of this are you going to do in-house versus seeking outside vendors?

7. Budget: How much will it all cost, and where will that money come from?

8. Schedule: Set out a timeline for all phases of the project — setting up the technology, promotion, list-building, content creation, mailing. Work out a production schedule that will allow you to have your messages all ready to send on time.

9. List Development: How will you promote the list and gain new subscribers?

If you’re going to market by e-mail, be sure to develop a workable plan. You don’t want your show to be a flop!

Al Bredenberg is senior consultant at Enterprise Interactive [http://www.enterprise1.com].

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