Whether you are a new or experienced marketer, sometimes it helps to have a refresher on setting up a marketing campaign. If I have worked with a brand for some time, it can be easy to just go through the motions without thinking about each step. When I meet with new clients, I am amazed at the number of professionals who do not lay out their marketing plan and then track the results as they come in.
As email responses continue to drop, having a cohesive plan should help you to better plan your type of effort, scheduling, and workflow. Then hopefully nudge those responses up. Sending out a mass of unfocused marketing efforts to a random or huge group of names is expensive, wastes customers’ time, increases opt outs, and hurts your database health in the long-term.
Whether you are setting an email/telemarketing/direct mail/online marketing campaign, most of the steps followed will be the same.
First, what is the goal of your campaign? And equally important, what is the budget? Obviously, these two items drive much of any campaign.
Examine results from your previous campaigns. The more history, the easier it is to plan and estimate results from your upcoming campaign.What lists worked? What designs? If it was an email, what subject line got the email opened? Which link got more clicks? If telemarketing, was there a script opening that performed better? Can you manipulate the questions asked?
Determine your schedule. Working backwards from your final deadline, how many efforts can you do? Allow time for variations, as there are many reasons an effort can run late.
Select your lists carefully, as I believe that the audience is still the key to your campaign. If you need to purchase some outside lists or trade with marketing partners, build in time to work with your list broker.
Design your efforts. Write and design your email or direct mail efforts, craft a script. Source vendors. What TEST can you incorporate in your efforts? Always, always test something.
Execute your efforts in a timely manner. Measure your results. Then adjust your plan, if needed.
Tracking your campaign results will make future efforts smoother to plan and execute. You know what copy works, what time of day is best to send out, when to switch from email to telemarketing, what lists work, etc. etc.
Plan, and plan more. And be prepared for the unexpected. It will happen. But, by creating a following a plan, you will hopefully minimize disaster.
The journey continues.
P.S. Be sure to read next week’s post. will include critical fields to include in your marketing plan, to better track your responses. Even if you just start using a written plan now, your next campaign will be easier to set up. I promise.