{"id":85984,"date":"2021-06-13T22:26:55","date_gmt":"2021-06-14T03:26:55","guid":{"rendered":"https:\/\/www.digitalmarketer.com\/?p=85984"},"modified":"2023-06-14T09:53:46","modified_gmt":"2023-06-14T14:53:46","slug":"you-dont-have-an-email-marketing-strategy-heres-how-to-make-one","status":"publish","type":"post","link":"https:\/\/www.digitalmarketer.com\/blog\/you-dont-have-an-email-marketing-strategy-heres-how-to-make-one\/","title":{"rendered":"You Don’t Have an Email Marketing Strategy: Here’s How to Make One"},"content":{"rendered":"
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Email Marketing is a pillar of digital marketing. Not only is it one of the oldest forms of digital marketing, it has also proven to be the most effective in terms of converting views into revenue. As a marketing professional and\/or successful business owner, you probably know this.<\/p>\n\n\n\n

Even so, do you really appreciate<\/em><\/strong> how valuable email marketing can be for your business? With appreciation comes dedication and a commitment to the time, money, and development necessary to create a strategy that not only delivers results, but also seamlessly integrates with your overall marketing plan.<\/p>\n\n\n\n

I\u2019ll give you an incentive to develop your own email marketing strategy. I\u2019ll tell you a story of how a free email newsletter turned into $27 million. It\u2019s the story of The Hustle.<\/p>\n\n\n\n

The $27 Million Email Newsletter<\/h2>\n\n\n\n

If you\u2019re not currently a subscriber to The Hustle (and if you\u2019re not you should be), you\u2019ll find it to be interesting, entertaining, informative, and addicting (almost as much as your morning coffee).<\/p>\n\n\n\n

It\u2019s an informative daily email that contains up-to-date information on a variety of industries and topics. The design of each email can be described as \u201csnappy;\u201d you\u2019ll get a quick view of interesting news events, scandals, statistics, trends, and business happenings in a concise format that is both direct and effective.<\/p>\n\n\n\n

Better yet, all of it is complemented by a hip, attention-grabbing GIF that showcases the theme and feel of the day\u2019s topic. Combine the stylish layout, consistent delivery, interesting content, and dependable format of The Hustle and you have an email strategy that can entertain 1.5 million people.<\/p>\n\n\n\n

In February 2021 the marketing software company Hubspot acquired The Hustle for a reported $27 million (according to Axios<\/a>). The Hustle proved that it\u2019s possible to organically grow an email list that isn\u2019t just valued by over 1.5 million subscribers, but also the likes of a company worth $22.6 billion.<\/p>\n\n\n\n

Just in case you\u2019re wondering how long the process of growing and selling a successful email-based business like The Hustle took, it was less than six years. The newsletter first came out in 2016 with the business content model you see today. If you\u2019ve been email marketing for a while, this should give you some indication of how effective\/ineffective your efforts have been.<\/p>\n\n\n\n

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Do You Have an Email Marketing Strategy?<\/strong><\/h2>\n\n\n\n
I\u2019m guessing that you don\u2019t have a strategy, and if you do, it\u2019s vague and was probably set up quite a while ago. Worse, it may not align, or even connect to, your overall marketing strategy. <\/p>\n\n\n\n
If you\u2019re unsure of whether or not you actually have an email marketing strategy that\u2019s both defined and connected to your other marketing efforts, just answer these questions:<\/p>\n\n\n\n
My current campaign message for this month\/quarter\/year is __________.<\/p>\n\n\n\n
My current email marketing campaign connects to my PPC\/Social Media\/SEO\/Content Marketing campaigns in the following ways: __________.<\/p>\n\n\n\n
My most effective 30\/60\/90 day campaign in terms of ROI was  __________.<\/p>\n\n\n\n
I know (by heart) my current average Open Rate, Click-Through Rate, Conversion Rate, Unsubscribe Rate, Bounce Rate, List Growth Rate, Share Rate, Revenue per Email, and Revenue per Subscriber. They are  __________.<\/p>\n\n\n\n
How did you do? If you could answer more than one of these questions in a meaningful way, you\u2019re further along than many business owners. Even in that scenario, there can always be room for improvement, and that\u2019s what we\u2019ll try to establish here.<\/p>\n\n\n\n
The <\/strong>Real Reason<\/strong> You <\/strong>Don\u2019t<\/strong> Have an Email Marketing Strategy<\/strong><\/h2>\n\n\n\n
You don\u2019t have an email marketing strategy because you don\u2019t think you need one<\/em><\/strong>.<\/p>\n\n\n\n
For most businesses, email marketing is a support function of another \u201cprimary\u201d marketing method. It\u2019s a limited part of a funnel, follow-up method for an incomplete checkout cart, or a quick blast to promote your 24-hour Friday Lightning Sale. <\/p>\n\n\n\n
Email marketing is over-simplified as a purely promotional tool (as in something that you only use for discount sales to past customers or newsletter subscribers), but the purpose can be much more extensive than that. Ideally, it should be used for Branding, Traffic, Engagement, Direct Sales, Referrals, Reactivation, Retention, and Acquisition.<\/p>\n\n\n\n
Promotional emails should be only one of three types of emails you send, the others being transactional and relational. Further, the process of your customer journey in regards to email marketing should ideally follow eight steps: Awareness, Subscription, Engagement, Conversion, Excitement, Ascension, Advocation, and Promotion.<\/p>\n\n\n\n
All of these aspects are well and good, and you\u2019ll find exactly how to execute<\/em><\/strong> an email marketing strategy through amazing online email marketing certifications like this one<\/a> (sorry\/not sorry for the unapologetic, shameless plug), but that\u2019s not what this article is about. What we\u2019re here to discuss is your email marketing strategy and how using the example of The Hustle can revolutionize your email marketing forever.<\/p>\n\n\n\n
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