Practical Development
While the concept of email campaigns is simple enough, the execution can be daunting and overwhelming if you do not use an email solution that can manage campaigns. Listrak offers a campaign manager that makes it easy to build campaigns right from the author page.
This feature allows our users to assign the email they are creating to a new campaign (see Graphic 1) or to a campaign that has been previously established (see Graphic 2).
For example, an online retailer specializing in party supplies could build campaigns around holidays such as Halloween, the Fourth of July, and New Years Eve when people plan the most parties. If the marketer wanted to generate sales on Halloween merchandise, the email campaign plan could look like this:
Deployment Date – September 12
Subject Line – Halloween party countdown – 7 weeks to go
Campaign – Halloween Party
Content – Tips on unique party ideas
Creative – Pictures of Halloween party planning books, games and activities, etc.
Offer – Free shipping over $75
Goal – Sell $75 worth of Halloween party merchandise to each customer
Audience – List of contacts that have chosen to receive emails on Halloween party supplies
Deployment Date – September 19
Subject Line – Halloween party countdown – 6 weeks to go
Campaign – Halloween Party
Content – Custom invitations
Creative – Pictures of invitations
Offer – Free shipping over $75
Goal – Sell $75 worth of Halloween merchandise to each customer
Audience – Same list, minus the contacts that unsubscribed or took advantage of previous offer
Deployment Date – September 26
Subject Line – Halloween party countdown – 5 weeks to go
Campaign – Halloween Party
Content – Tips on creative costume ideas
Creative – Pictures of costumes
Offer – Free shipping over $75
Goal – Sell $75 worth of Halloween merchandise to each customer
Audience – Same list, minus the contacts that unsubscribed or took advantage of previous offer
Deployment Date – October 3
Subject Line – Halloween party countdown – 4 weeks to go
Campaign – Halloween Party
Content – Tips on creating the right party atmosphere – decorations, music, how-to guides
Creative – Pictures of Halloween decorations
Offer – Free shipping over $75
Goal – Sell $75 worth of Halloween merchandise to each customer
Audience – Same list, minus the contacts that unsubscribed or took advantage of previous offer
Deployment Date – October 10
Subject Line – Halloween party countdown – 3 weeks to go
Campaign – Halloween Party
Content – Tips on creative costume ideas
Creative – Pictures of costumes
Offer – Free shipping over $75
Goal – Sell $75 worth of Halloween merchandise to each customer
Audience – Same list, minus the contacts that unsubscribed or took advantage of previous offer
Deployment Date – October 17
Subject Line – Halloween party countdown – 2 weeks to go
Campaign – Halloween Party
Content – Best costume prizes, party favors
Creative – Pictures of favors and awards
Offer – Free shipping over $75
Goal – Sell $75 worth of Halloween merchandise to each customer
Audience – Same list, minus the contacts that unsubscribed or took advantage of previous offer
Deployment Date – October 24
Subject Line – Halloween party countdown – Last chance for free shipping
Campaign – Halloween Party
Content – Last minute tips
Creative – Pictures of colored light bulbs, Halloween music CDs, etc.
Offer – Free shipping over $75
Goal – Sell $75 worth of Halloween merchandise to each customer
Audience – Same list, minus the contacts that unsubscribed or took advantage of previous offer
Even though the emails are similar as they all have to do with planning a Halloween party and they all have the same offers, goals, and audiences, the emails are different enough from each other as they all offer a tip or information on a different aspect of the party plans. This way, the recipients remain interested and informed throughout the entire campaign, which greatly increases the chances of making multiple sales.
The online party supply retailer could send out similar campaigns for other holidays, or for other special events like weddings, birthday parties, bridal or baby showers, or whatever type of party that the contacts requested to receive information on from the retailer.
