Planning means thinking about strategy and preparing content in advance to ensure effective communication.
And in the case of New Year’s mailings, it should start in November or even earlier.
Preparing for mailings includes the following steps :
- analyze previous campaigns: what worked well and what didn’t. If you are launching a mailing for the first time, then evaluate the resources, determine what you can implement, and next year this will be the springboard for your campaign;
- formulate SMART goals, outline the stages for r&d directors email lists achieving them and develop a content plan;
- Conduct A/B tests and analyze the effectiveness of each element of the letter. Evaluate which call to action works best, what interests the audience most and engages them in communication.
When working with mailings, it is necessary to track the number of unsubscribes. If it grows, then either the content of the mailing does not correspond to the interests and needs of the audience, or the letters are sent too often.
Content plan: a systematic approach is important
We recommend developing a plan in advance that will determine when and what content to send to different audience segments.
This is a systematic approach to communication that allows are there any free alternatives to these paid tools? each launch participant to understand their area of responsibility and deadlines.
If you know the mailing date and how much time is needed to complete each stage, then editors, designers and layout designers will be able to plan when they need to deliver their part of the project.
This is what a pre-New Year mailing plan might look like:
Image from the author’s archive
Having everything set in advance will allow you to adjust the frequency gambling data of your emails without having to rush.
Important : do not forget about the need to comply with legal requirements governing the work with contacts and personal data:
- Federal Law 38 “On Advertising”, Article 18, paragraph 1. Federal Law 152 “On Personal Data”, Article 15, paragraph 1.
- Criminal Code of the Russian Federation 272 “Unauthorized access to computer information”, Article 272, paragraph 1.
The customer must consent to receive the mailing. This affects your sender reputation, deliverability, and future mailing effectiveness.