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Miscellaneous

Let’s Refresh Some Inboxes

Let’s Refresh Some Inboxes

An inside scoop on our e-mail marketing best practices

Headquartered in Chicago, Plan B is no stranger to all things CTA—From riding the Chicago Transit Authority to crafting call-to-action messaging for our clients’ email marketing. And we’ve got a whole team of email nerds here to give the inside scoop on our best practices!

Here’s our five-stage process for open-worthy e-blasts:

  • Start with the strategy. Determine your communications goals and what deployment method or platform will best resonate with your target audience.
    • B-Team tip: This step is integral in making sure the right message is going through the proper channels, so we recommend setting reasonable and accurate goals that rely on your current data.
  • Construct the creative. Focus effort into the conception and creative development of all appropriate copy, graphics, dynamic content, and tracking mechanisms.
    • B-Team tip: With a wide assortment of creative elements in addition to the appropriate data collection tools (plus, time for routing and quality testing), this is a process you won’t want to rush!
  • Labor over list development. Choose whether to utilize an organic list, a developed email list, or a purchased email list when compiling your recipients… and carefully consider regulatory constraints.
    • B-Team tip: Keep in mind that, although list purchasing carries some guaranteed benefits, these recipients have not opted in and do not expect to receive promotional emails. Organic lists, while smaller, do expect to receive promotional communications.
  • Gear up for deployment day. Once your email has been approved, there are some final decisions to make: when to send, how many to send at once, and which versions to send to whom.
    • B-team tip: Sometimes, ISPs block messages when a high volume is sent by one sender at a time, so consider throttling controlled send speed (like no more than 120 emails sent per hour).
  • Reap the results. Through the data tracking tools embedded in your emails, analyze your delivery, deliverability, and performance metrics.
    • B-Team tip: Remember that the goal of reporting is to do a better job next time! Take everything you’ve learned from this round into account when planning for your next correspondence.

Writing a successful e-blast is no simple task. We hope this advice helps you craft your next message to the good ole’ 21st-century mailbox!

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