In the August 2018 edition of Masters of Marketing, AgencyBuzz Product Manager Heather Cherry explains how answering the who, what, when, where, and why, can help create a successful email marketing strategy for your insurance agency.
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Using the 5 Ws to Create a Successful Email Marketing Strategy
1. Masters of Marketing
Using the 5 Ws to Create a Successful Email
Marketing Strategy
Heather Cherry
AgencyBuzz Product Manager
2. Welcome to Masters of Marketing!
• Today we’ll be talking about Using the 5 Ws to Create a Successful Email Marketing
Strategy.
• Follow along with our live conversation on Twitter using #MastersMktg
(Follow us on Twitter @InsTechCorp while you’re at it!)
• If you have questions during the webinar, please use the chat window and I will answer all
questions at the end.
• Today’s presentation will be posted on our blog later today:
https://resources.getitc.com/masters-of-marketing
• Join us next time on September 20th at 12:00 p.m. for Search Marketing For The Short And
Long Term hosted by SEO Consultant Dylan Brooks.
Thank you for joining us today.
Heather Cherry
800-383-3482 x 182
hcherry@getitc.com
3. Email Marketing Strategy
A written plan of action that serves as the foundation for every email you
send.
• Gives Guidance
• Maintains Consistency
• Tracks Success
• Reduces Last Minute Confusion
• Provides a Timeline and Schedule
Give yourself enough time to research and create a robust plan.
4. The 5Ws for an Email Marketing Plan
The 5 Ws
WHO
WHAT
WHEN
WHERE
WHY
HOW
Email Strategy
WHY - Goals
WHO - Audience
WHAT - Content
WHEN - Schedule
WHERE - Destination
HOW - Analytics
PLAN/RESEARCH
CREATE
CONVERT
MEASURE
5. Email Marketing Strategy
PLAN/RESEARCH
• Goals – Why are we using
email marketing?
• Audience – Who are we
trying to reach?
CREATE
• Content – What are we
going to say?
• Schedule – When are we
going to send our emails?
CONVERT
• Destination – Where should
we send our readers?
MEASURE
• Analytics – How can we see
the impact of our efforts and
determine their value?
6. Email Marketing Strategy
PLAN/RESEARCH
• Goals – Why are we using
email marketing?
• Audience – Who are we
trying to reach?
CREATE
• Content – What are we
going to say?
• Schedule – When are we
going to send our emails?
CONVERT
• Destination – Where should
we send our readers?
MEASURE
• Analytics – How can we see
the impact of our efforts and
determine their value?
7. Plan/Research: Goals
Why are we using email marketing?
• Most Important Part of Email Marketing Plan
• Helps Propose Campaign Ideas
• Specific
• Attainable
• Measurable
• Time Bound
• Include Milestones
Stick to 2-3 goals in order to keep your strategy focused.
8. Email Marketing Strategy
PLAN/RESEARCH
• Goals – Why are we using
email marketing?
• Audience – Who are we
trying to reach?
CREATE
• Content – What are we
going to say?
• Schedule – When are we
going to send our emails?
CONVERT
• Destination – Where should
we send our readers?
MEASURE
• Analytics – How can we see
the impact of our efforts and
determine their value?
9. Plan/Research: Audience
Who are we trying to reach?
• Review Database
• Segmentation
• Demographics
• Age Range
• Education/Occupation
• Income
• Purchase History
• Buyer Personas
• Family/Job Situation
• Fears, Problems
• Motivations
• Communication Preferences
You may have several buyer personas (and that’s okay).
10. Email Marketing Strategy
PLAN/RESEARCH
• Goals – Why are we using
email marketing?
• Audience – Who are we
trying to reach?
CREATE
• Content – What are we
going to say?
• Schedule – When are we
going to send our emails?
CONVERT
• Destination – Where should
we send our readers?
MEASURE
• Analytics – How can we see
the impact of our efforts and
determine their value?
11. Create: Content
What are we going to say?
• Campaign Strategy
• Type
• Goal
• Audience
• # of Steps
• Content Strategy
• Subject Line
• Sender
• Key Points
• Call to Action
• Visual Elements
All content must align with buyer personas and marketing goals.
12. Email Marketing Strategy
PLAN/RESEARCH
• Goals – Why are we using
email marketing?
• Audience – Who are we
trying to reach?
CREATE
• Content – What are we
going to say?
• Schedule – When are we
going to send our emails?
CONVERT
• Destination – Where should
we send our readers?
MEASURE
• Analytics – How can we see
the impact of our efforts and
determine their value?
13. Create: Schedule
When are we going to send our emails?
• 12 Month Planner
• Baseline Emails
• Holidays + Observances
• Events + Announcements
• Newsletter
• Campaigns
• Email Spacing
• Segments
On average, consumers expect 5 emails/month from businesses they work with.
14. Email Marketing Strategy
PLAN/RESEARCH
• Goals – Why are we using
email marketing?
• Audience – Who are we
trying to reach?
CREATE
• Content – What are we
going to say?
• Schedule – When are we
going to send our emails?
CONVERT
• Destination – Where should
we send our readers?
MEASURE
• Analytics – How can we see
the impact of our efforts and
determine their value?
15. Convert: Destination
Where should we send our readers?
• Goal-Specific Target
• Relevant to Email CTA
• Promote Conversion
• Provide Clear Next Steps
• Destination Suggestions
• Dedicated Landing Page
• Quote/Policy Form
• Reply-To
• Test Buttons + Hyperlinks
Create a unique URL to measure conversions that come from your email
campaigns.
16. Email Marketing Strategy
PLAN/RESEARCH
• Goals – Why are we using
email marketing?
• Audience – Who are we
trying to reach?
CREATE
• Content – What are we
going to say?
• Schedule – When are we
going to send our emails?
CONVERT
• Destination – Where should
we send our readers?
MEASURE
• Analytics – How can we see
the impact of our efforts and
determine their value?
17. Measure: Analytics
How can we see the impact of our efforts and determine their value?
• General Data
• Opens, Clicks, Opt-Outs, Hard Bounces
• Industry Comparison
• Aggregate Comparison
• Campaign Data
• Goal-Specific Metrics
• Landing Page Analytics
• Conversion Rates
• Optimize Accordingly
Don’t forget to document any goal milestones you reach.
18. Email Marketing Strategy
PLAN/RESEARCH
• Goals – Why are we using
email marketing?
• Audience – Who are we
trying to reach?
CREATE
• Content – What are we
going to say?
• Schedule – When are we
going to send our emails?
CONVERT
• Destination – Where should
we send our readers?
MEASURE
• Analytics – How can we see
the impact of our efforts and
determine their value?
19. Thank You for Joining Us!
• Find slides & a recording of this presentation at
https://resources.getitc.com/masters-of-marketing
• Join us next time on September 20th at 12:00pm for
Search Marketing For The Short And Long Term hosted by
SEO Consultant Dylan Brooks.
Heather Cherry
800-383-3482 x 182
hcherry@getitc.com