2. Email Marketing
TEMPLATE Page 1 of 2
Email marketing remains one of the most important channels for B2B businesses, it can be extremely
difficult to reach prospects with clogged up emails and trying to get action among your prospect clutter
of messages being sent to them. However it is a highly measurable marketing tool, therefore worthy of
investing in. This template will help you put together a comprehensive email marketing strategy.
Included in this is Buzz Six - the principles behind crafting contagious content.
Email service
provider (ESP)
Focus on deliverability and
inbox placement, perform
ease of use. Focus on
capabilities and benefits of
your program.
1.
www.strategise.co.za | T: +2783 270 3591 | info@strategise.co.za | Thibault Square, Cape Town
List building
2.
Data enrichment
3.
How do you plan to grow your
email list? What are the
customer touch points where
an email sign-up call to action
can be effectively introduced?
How do you plan to capture
rich data on your customers
and prospects to enable
greater personalisation and
targeting of relevant content?
Use Buzz Six workbook.
Permissions
4.
Preferences and
unsubscribes 5.
Legitimacy
6.
Template design
7.
Database segmentation and email
engagement programme 8.
What email permission policy
will you follow? Example: Soft
opt-in, opt-in or double opt-
in?
To what extent, and how will
you enable your subscribers to
opt-in and out of specific
email communication types,
topics or objectives?
From which domain and
email address will you your
emails be sent, to ensure the
email is trusted?
How will you ensure your
template design addresses
best practice? Including the
golden thread across
marketing and responsive
design for mobile users?
How each customer/project segment you plan to engage with
using email and for each;
Objectives for generating qualified leads/nurturing leads.
Driving up-sell/re-engaging lapsed subscribers.
Buying cycle/customer lifecycle stage.
Frequency of email messaging.
Timetable of email messaging e.g: product launches.
The marketing structure of the email programme.
3. Email Marketing
TEMPLATE Page 2 of 2
www.strategise.co.za | T: +2783 270 3591 | info@strategise.co.za | Thibault Square, Cape Town
Personalisation
9.
Automation
10.
CRM Integration
11.
Which key places of customer
data will you use to drive
targeting and personalisation
of email content and dynamic
content?
Name specific email
engagement programmes
will be actioned? Examples
will be a 'thank you email' a
'new subscriber' and a 're-
engagement programme'.
Outline how your email
marketing and ESP will inte-
grate with your lead
management and/or CRM
system to connect recipient
behaviour with sales team
follow up?
Testing ReportingLanding pages
12. 13. 14.
what will your landing page
strategy be for email
marketing ROI? How will you
enable your email
programmes to link to
dedicated and effective
landing pages which drive
engagement?
How will you drive split testing
to optimise your email
campaign response rate?
What will be split tested and
where? Consider subject lines
'sent from' addresses names,
template layouts, offers or
images?
Your email marketing strategy
needs to devliver measurable
results which impact the
business. How will you
measure or report on success
against your objectives?
consider email open rates?
click through rates, click-to-
open rates, unsubscribed
rates, email open rate, email
content social shares, online
conversion rate, sales
conversion rate and ROI.
