Getting Started: How to develop a permission-based email marketing campaign

by Virginia Rodriguez

Thoughtful planning up front goes a long way in converting prospects into customers. Consider these basic steps when assembling components of your permission-based email marketing campaign.

  1. Start with an objective in mind: do you want to deliver a newsletter, send incentives to your customers toward repeat business, or communicate a grand opening with follow up including scheduled promotions? By constructing a permission-based email marketing campaign you can send timely messages to your list of customers and put your news at their fingertips.


  2. Decide on the type and frequency of your email communication. If, for example, you are writing a newsletter, commit to sending it at regular intervals - weekly, monthly, or quarterly. And whatever interval of time you choose, plan for your newsletter to go out on the same day/time. For your monthly newsletter, pick a date like Tuesday afternoon or on the 14th of the month for it to go out and stick to it. You recipients will grow to expect it and count on it.


  3. Ask your customers if you can send them incentives, news, and announcements by email. Collect their emails and compile them in an organized list. Include customers you have done business with over the past 18 months and offer them an incentive to continue doing business with you.


  4. Prepare your list of recipients; consider parsing a large list into subcategories based on the specific kind of information recipients signed up for.


  5. Develop your message. Engaging, relevant content for your email missive or newsletter will achieve optimum results. Include an opt out feature as well as appropriate links to your website where an interested prospect can learn more about your business offerings.


  6. Tie the graphic design of your template into your overall marketing campaign. Include appealing graphics consistent with your business logo and colors and provide contact information by campaign.


  7. As a rule of thumb, promotional messages offering discounts or coupons for a product or service can be sent as often as you have new promotions. Include everyone on your permission-based email list as recipients of new promotions.


  8. Stick to the delivery schedule and continue to send with consistent frequency. By providing quality relevant content you will succeed in creating top-of-mind awareness with your customers and strong relationships with your subscribers.


  9. An established email marketing campaign will render positive results. Youll notice your opt-in list is growing. Trends in your website visitor traffic, especially increased traffic on your site on the day of and the days following an email send, will develop before your eyes.