Email marketing hinges on how well the campaign is planned and executed. And you can’t execute an email strategy properly without a clear and comprehensive brief in the first place.
Here are four crucial questions that our outsource digital marketing services team suggests you include in your email marketing briefs for better results.
What Are the Core Objectives of This Email Campaign?
Are you aiming to drive sales, increase website traffic, boost event registrations or nurture leads? Understanding the core objectives will guide every aspect of the campaign, from the messaging and design to the call-to-action.
Clear objectives also provide a benchmark against which you can measure the campaign’s success. Be specific about what you hope to achieve as this will help focus the campaign and ensure all efforts are aligned toward the same goal.
Who Is the Target Audience for This Email?
Knowing who you are communicating with is critical in crafting a compelling email. Define the target audience as precisely as possible. Consider demographics such as age, gender, location and job title, as well as psychographics like interests, pain points and buying behaviours.
This information will influence the email’s tone, content and design, ensuring it resonates with the intended recipients. If the campaign involves segmenting the audience, specify which segments should receive different versions of the email.
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What Key Messages or Offers Should Be Highlighted?
Your email needs to deliver a clear and compelling message that prompts the reader to take action. Identify the key messages or offers that should be front and centre in the email. Whether it’s a discount code, a new product launch or an invitation to an event, make sure the main point is communicated succinctly and effectively.
This section of the brief should also detail any secondary messages or supporting information that needs to be included.
What Tone and Style Should the Email Reflect?
The email’s tone and style should align with both the brand’s identity and the target audience’s preferences. Should the email be formal and professional, or is a more casual and conversational tone appropriate? Should the messaging be direct and concise, or is there room for creativity and storytelling?
Providing examples or references can be particularly helpful in ensuring everyone has a clear understanding of the desired tone and style.
Once you have the completed brief, outsource digital marketing services, including email marketing, to our white label team. We offer a wide range of email marketing services to suit any industry or requirement.
