If you are serious about adding email to your marketing mix, you should email seriously enough to develop. A plan for him many organizations start with an e-mail medium and are then disappointed when they did not meet expectations.
At least, these are the elements that we recommend:
* Definition of the population
* The key messages
First, determine what you need in terms of marketing and e-mail communication to add as to receive the program. If this is an information management developed relationships newsletter, or a vehicle based on the sales? You try to raise awareness, generate leads, increase traffic, loyalty and web clients to make sales?
Then you need to define the public. You are to different audiences? If so, you need to develop different messages? Your audience segment and emails how it benefits one of our public communications.
What is the nature of the content? This means that the following information is editorial or materials that some sales oriented?
It publishes a newsletter with a variety of texts, text parts or contains pieces of information? A list of ads a mailing list, or just advertising? Consider the most appropriate to your audience and develop.
What technology do you need? That the content, design and e-mail distribution?
After answering these questions, it goes back to the timeline. Develop a plan for technology, build your list, content creation, design and e-mail distribution.
Your budget can help many of the above questions to answer. Finally, it is the time to the criteria for the measurement of the program. To measure a program. Relationship of customer loyalty Increase Click-through for your e-mail for your website is also a measurable element. Sales-oriented programs can be measured. Total sales of e-mail or incremental increase in sales to individual customers