Email Campaign 

Overview: Emails are an essential aspect of any social media media strategy. Emails are a cost effective way to stay in touch with customers and studies have show that people keep the same email address for at least ten years. 

Scenario: The following is an email campaign designed to inform a subscriber list of a new affordable line of furniture for a high end furniture store.

Goals: Before starting and writing up any email, it is imperative to define the goals of the campaign.

A goal should be specific and state exactly what metric is going to be used to define success; a goal has to be time bound and be within a reasonable time-frame; a goal also has to be realistic, it has to be based on data, either industry or long term company data. 

Here's an example of how a goal should be written: 

Original goal: “Increase the monthly conversion rate” 

SMART goal: "Increase the monthly conversion rate to 7% up from 5% in 6 months time by properly segmenting subscriber list."

Segmentation: After setting goals, segmenting the subscriber list is essential to reach out to people most likely to want to receive information about upcoming offers. Creating campaigns around solving specific pain-points and reaching out to those who need the solutions maximizes marketing efforts and increases the likely-hood of a successful campaign.

Below shows a small subscriber list segmented based on a set of different criteria: Kitchen/Dining room and small space, special promotions for in-store events, and pet-friendly content with living room/den. 

Crafting an Email: Below is a draft of emails that highlight that different aspects of crafting emails for subscribers. 

1. Subject Line: The subject line is supposed to be clear and immediately answer what the email is about. The following showcases a subject line written for an educational email.