- 40% target audience,
- 40% offer/message and
- 20% creativity.
For email marketing activities that is the case as well. But most marketers tend to overemphasize the creativity part.
For successful email marketing campaigns I would like to divide the 20% into two parts: namely creativity and deliverability. The latter covers a number of issues relating to the more technical aspects of email marketing.
While it is not difficult to go from poor email marketing deliverability rates to high email marketing deliverability rates, it does require some work and – most importantly – focus. And remember getting into your subscribers Mind Box is still the single most important objective.
So in summary, I think the effort you put into your next email marketing campaign or email newsletter should be distributed as follows:
- 40% target audience (whom are you trying to reach, what are their interests, what have they purchased previously etc.)
- 40% offer/message (delivering compelling and interesting content to your target audience – don’t forget to pay extra attention to your copy)
- 10% deliverability (how to get your message successfully delivered to your target audience, avoiding spam filters, establishing trust etc.)
- 10% creativity (the look-and-feel of the email message itself, subject line would be part of offer/message)
These numbers assumes that you already have your basics in place in terms of a good basic knowledge of your target audience. And that you have a solid setup in place that allows you to profile your target audience and leverage customer and prospect data as part of your segmentation and targeting plan.
If you are new to email marketing, it is very likely that you should focus even more of your resources on your target audience.
If you want to learn more about email marketing and what you can do to increase your email marketing results, look here:
- The Email Marketing Masterclass might be coming to a city near you soon
- Check Michael Leander Company’s services for email marketing