Successfully implementing a solid and effective email campaign requires calling on all kinds of resources within the company: strategy managers, designers, copywriters, developers, data specialists. All are essential to the success of a campaign, especially as email becomes an increasingly complex tool, between increased personalization, interactive content or even responsive design. Hence the importance of building a marketing team…
So email campaigns will be more effective if all these roles are included. In other words, even if you have an excellent editorial team, without a strategy manager your campaign will not perform as well. Each of these five positions plays a unique role in three distinct phases of what we might call the “emailing team cycle.” Imagine a constant flow of communication between different roles, moving an email campaign from stage to stage while providing feedback between teams.
Step 1: Strategy
The first part depends on the strategy manager of the team. During this phase, past campaigns should be analyzed and a new plan should be drawn based on this information and various feedbacks available to the company. This phase of evaluation and optimization is essential even for the smallest of projects. This makes it possible to better understand the public, its expectations, and to optimize content effectively. The strategy team should ask questions to analyze delivery rate, bounce rate, block rate, and other recipient information to give future emails a better chance of arriving in the Box inbox rather than the spam folder. When it comes to content, it is important to analyze the success rate of campaign elements based on criteria such as subject line, images and segment performance. All this data is required in the strategy phase.
Following the analysis, the development of an email strategy for future projects is the second crucial moment in this phase. It is best to focus on defining objectives – SMART indicators – and plans for execution. While the role of the email strategy manager is important in all three phases, it is really during this phase that they have their opportunity to shine. He is responsible for developing an overall email sending strategy based on data from past campaigns and information from the target audience. A good strategy manager will draw on the advice of all the experts in the organization, including members of their comprehensive email and marketing team, to better understand how email works. integrated into the general context.
Step 2: Construction
Now that the entire team has a clear understanding of the goals, the chemistry can begin to work. This is where copywriters, designers, and developers come in to define formatting, polish text, and write campaign code.
The layout determines how the text and code will be written and also promotes audience engagement. Designers play a vital role in selecting, or designing, the best layout for a template or unique email. Whether the email is informative or promotional, the design should take into account the images, information and CTAs to be included and integrate them in as natural and attractive a way as possible. Therefore promotional emails should link to purchase pages, whereas informational emails will contain more text.
Copywriters then step in and make sure the message appeals and inspires the recipient enough to increase engagement. The copywriter will work with the strategist and data scientist to understand which posts are most likely to convert, which CTAs receive the most clicks, and where it makes sense to use marketing opportunities. Personalization and segmentation.
Developers must work closely with designers and writers to integrate unique design elements – such as GIFs, interactive images, countdowns, and more. – which requires a personal code.
Step 3: Customization
The third and final step deals with optimizing email campaigns and contact lists. At this stage, the data scientist and developer will work with the strategy manager to integrate the CRM, test and verify, approve and send the final email. To start, the team will need to identify and implement segmentation opportunities. Then she will make sure that the CRM is well integrated with the emailing platform. Lastly, it will validate the integrity and personalization of the data. She can then focus on the final phase of the campaign, to which she will call upon a variety of skills – copywriter, designer, strategy manager – to help with the revision of the final text and design, testing variables, and validating good A. /b test.
Finally someone, usually the email strategy manager, approves and sends the email, or publishes the template. The fact that someone is in charge of detecting errors and typographical errors, or defects in code, text, or design, will reduce the likelihood of errors when sending.
Once the email is optimized and sent, the data analysis specialist can go back to Step 1 and examine the campaign’s performance to consider possible improvements and optimizations to send in the future.
A team in service of a solid email strategy
Strategy managers, designers, copywriters, developers and data scientists all play a vital role in reaching the different types of customers targeted by brands. Email tools are becoming more and more complex and sophisticated. An email marketing team that brings together the various skills mentioned will be able to create effective and effective campaigns and thus emerge from the most crowded inbox.
About the Author
By Alexandre Zibrik, Delivery Specialist at Pathwire