Managing your organization’s email marketing campaigns can be arduous and daunting on its own. But what if you are managing multiple campaigns for several clients?
This is the challenge that email marketing agencies face every day. And without the right process and tools in place, planning and executing effective email campaigns can become a major headache, getting even tougher as an agency scales.
Some Interesting Facts (to start with)
According to our friends at Email Uplers, formerly Email Monks, 15% of the agencies neither customize their service nor deliver their services on time. Furthermore, 60% of agencies find it difficult to acquire new clients while 16% face a problem to retain the existing clients.
That’s why it’s important to ensure agencies have processes and tools defined before strategizing an email campaign for clients.
Email Uplers recently created an infographic that caught our eye, collating different tools and assets that can take the headache out of email campaign management.
These are our top takeaways:
Collect the Right Information From The Start
Having a questionnaire that lets you know the brand values, vision, and beliefs of the client is essential to the future creative process.
Get an insight into the customer pain points that they want to solve and their marketing and sales challenges and goals.
Just creating a basic form to get an understanding about what they are looking for can make all the difference.
Formstack is one such DIY form builder that can help you with this. Smart Sheet and LeadFuze can provide you with a checklist for onboarding of the client.
Assess the Client’s Current Email Marketing
Once you have a complete idea of the client’s objectives, it’s time to audit their current email marketing, from both a strategy and data collection perspective.
Whether it is the email list quality, copy, design, subject line, or CTA, you should evaluate each and everything in the client’s email marketing. This will put you in a position to consult and coach the client on their email marketing, rather than setting your agency up for a one-and-done project.
To gain insight into the email list health of the client, you can use a tool like Kickbox Organizations that allows agencies to easily onboard clients to the email verification platform and to monitor accounts of multiple clients.
If you need a free audit of your email template to improve it and achieve higher conversion rates, you can request it here.
Planning the Email Campaigns
Creating the Email Copy and Design
Google Docs is the simplest way to draft an email copy and request changes.
As far as email design is concerned, you should ask the client for the required color palette, specific image assets, specific brand guidelines, and contact information.
Also, you can ask for reference images that could help the designers.
Basecamp, for example, can help you with the entire project management.
Coding the Email
- The parameters mentioned below should be checked for every email coded:
- Email width
- Size of the visual elements
- Text to image ratio
- Responsive design
- Size of the fonts
- Suitable Alt-text for the images
- View online and unsubscribe link
- Placement of the CTA button and its size
Getting the Deliverables Approved
Client’s approval is a must at every step of the process including the email copy, design or coding. Email copy approval can be obtained in the Google Doc while Invission App can be used for the email design. It is recommended that you use a checklist for the same.
To learn more on which tools should be used for easy email campaign management, check out the full infographic Tools and Assets to Facilitate a Successful Email Campaign by Email Uplers:
Keep your list healthy and boost campaign performance by regularly cleaning your email list. We’ll let you know which email addresses are good, bad and risky, before you hit send.
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