Optimise Your Email Marketing Strategy


What is the purpose of having an email marketing strategy?

An email marketing strategy forms the foundation for everything you do with email marketing.  Among other things, it defines how your email marketing efforts will contribute to your overall marketing goals, and how you’ll measure success.

If your email marketing efforts have recently started giving you diminishing returns, it could be time to review your strategy – or to create a dedicated email marketing strategy if you don’t already have one.


Do email marketing campaigns work?

Even in the age of social media, email marketing campaigns remain one of the most effective ways of communicating with your prospects and customers and can deliver incredible ROI.

Email marketing is most effective when implemented as part of a wider email marketing strategy plan within your business, or even better as part of a fully integrated omnichannel strategy.


of marketers find that a lack of strategy is a

significant barrier to effective email marketing. (Source: Econsultancy)

Email Marketing Strategy Services

At eFocus Marketing we help companies to create intelligent email marketing strategy plans that ensure their email marketing has the desired impact.

Our expert consultants work with you to understand your current landscape and build a roadmap for success.

Email Marketing Strategy Audit

When reviewing your current strategy, we can offer recommendations on areas of industry best practice to ensure your programmes have the best chance of succeeding.

We can look at key points in your customer lifecycle, to make sure your communications are effective.

Email Marketing Template Audit

With our Email Marketing Template Review, you will receive a comprehensive look at one of your email templates and the last 6 months results it has achieved. We will provide you with a documented evaluation of your chosen template through 3 key areas:

1. Creative
2. Message & Branding
3. Technical Specifications

Email Complaint Rate Audit

If you’re suffering from a high or increasing complaint rate from your email marketing campaigns, your deliverability and results will drop as a result, leaving you with less revenue being generated.

The Email Marketing Complaint Rate Audit looks at every area of your programme throughout the email lifecycle from the perspective of a subscriber, to identify areas that could be improved to make a real difference to your campaigns.

Email Deliverability Audit

We will assess your current delivery rates and investigate the probable causes of why your email is currently being filtered to the spam folder or blocked.

In reviewing your overall sender reputation, infrastructure set up, practices and content, we will be able to identify specific causes that are impacting your delivery performance as well as providing guidance in rectifying those issues and resolving delivery problems.

Email has an ROI more than four times higher than other marketing formats, including social media, direct mail and paid search. (Source: eMarketer, 2016)

Email Marketing Strategy

Formulating a strategy that combines both regular broadcast campaigns and automated email, to deliver long-term consistency and timely, action-based communications, is the key to a successful email marketing programme that generates results for your business.


Email Marketing Strategy Creation

An active, engaged and purchasing subscriber demands effective messaging across four key phases of the customer lifecycle.

eFocus Marketing work with our clients to ensure messaging is implemented across each of these stages in a way that is engaging to subscribers, to support the ongoing needs of the business and provide an in-depth step by step strategy for individual types of campaign.

Email Marketing ESP Selection, Migration & IP Warm Up Support

In order to gain the most from your email marketing campaigns, deliverability and inbox placement are vital to ensuring you have the best chance of success.

If your emails are not being delivered to your subscribers inbox, they may not see your message at all.

Choosing a new email service provider (ESP) can be a complicated process – so many vendors to choose from, so many features and so many technical considerations!

How to develop an email marketing strategy – the eFocus Marketing process.

A good email marketing strategy starts with understanding what you want to achieve; why and how you will get there; and your objectives, strategy and tactics.

Once you know what you want to achieve you can start to plan your manual and automated email campaigns with that objective in mind.


The stages of an email marketing strategy

When putting together your email marketing strategy, it’s important to consider what your prospects and customers need at each of the five main phases of the customer lifecycle:

1.   Acquisition:

Attract and gain new, active subscribers to your email list who are interested in your products and services.

2.   Consideration:

Build a relationship with your subscribers and help them make the decision as to which products and services to buy.

3.   Conversion & Experience:

Make the purchase process as easy as possible and give customers the best experience after buying from you.

4.   Engagement & Loyalty:

Keep customers engaged with your brand – even if they aren’t actively buying at the moment – and work to build their loyalty.

5.   Reactivation:

Encourage unresponsive subscribers or customers, who haven’t purchased from you in a while, to return to your business and become active and engaged again. 



What’s an email marketing strategy?

An email marketing strategy is a plan that defines how your email marketing will deliver results for your company – and how you will measure the success of what you’re doing.

Your strategy is the foundation of all successful email marketing campaigns.

Why is having an email marketing strategy important?

Without an email marketing strategy, it can be very hard to know if your email marketing is delivering value to your business. That means that you could be spending lots of time, resource and effort on something that’s not living up to its full potential, without even knowing it.

What are the benefits of having an email marketing strategy?

Having an email marketing strategy allows you to articulate what you expect from your email marketing campaigns, how your campaigns will deliver those results, and how you will track success.

It also allows you to integrate with your other marketing efforts better, understand how your messages work together, ensure regular sending of emails, and plan your content in advance.

That means you can plan and optimise your campaigns with a clear goal in mind, and see continually improving results from your email marketing campaigns.

Ready to take your email marketing to the next level?