Thirumalesh Prasad C G Thirumalesh Prasad C G, December 11, 2018

How to plan an effective email marketing strategy

The usefulness of an effective marketing strategy to the 21st-century business cannot be overemphasized. In our previous article, we discussed extensively on the challenges of effective marketing in the modern world and how to solve them by using inbound marketing. These challenges were rooted in the inability of the marketers to either conduct proper market research, understand customer behavior or identify the best marketing strategy to be employed.

It is now a fact that more than 60% of the world is active online. A good number of these individuals are hungry for information. They are eager to gain insight on how to either locate the best product for their ever increasing needs or the best services to solve their immediate problems. Regardless of their needs, most individuals on the internet are seeking for one form of information or the other, and you can leverage on that to create the best marketing strategy that sells.

Modern tools of marketing include but are not limited to social media marketing, email marketing, use of Search Engine Optimization and B2B marketing. The modern-day marketing platform is quite large, and thus we shall narrow down the focus of this article by discussing how to plan an email marketing strategy effectively.

Benefits of email marketing

The benefits of email marketing to a business include but are not limited to the following;

  • Ability to reach a large number of customers with the same message with little or no restrictions.
  • Enough time to plan ahead of time to keep your team abreast of all latest developments.
  • More time to set goals and monitor the progress of your marketing strategy.
  • Fast and easy turnover rates.

Steps On How To Plan An Effective Email Marketing Strategy

Planning an effective email marketing strategy comes with some calculated steps which must be taken into due consideration. Email marketing assists you to reach a large number of people at once. The fact that your prospective customers get the message directly into their inbox increases your chances of selling the product or service to them.

Some of the steps involved in planning an effective email marketing strategy include but are not limited to

1. Select your email marketing tools

The presence of the right tools usually backs an effective email marketing strategy. At the time of writing this article, there are several types of email marketing tools in the market which offers a varied degree of services. These tools ultimately assist you in the extraction of email addresses and preparing them in a mailing list ready for your message. The most common examples are; MailChimp, Campaign Monitor, Constant Contact and ActiveCampaign.

2. Know your target audience

Your target audience determines your email message. It is advisable you take special note in understanding the needs of your customers, what appeals to them, their primary challenge, why they need your product and above all, what is your competition doing about these challenges? A good understanding of your target customer will not just come in handy in marketing but also in the creation of a customer-oriented product.

Click here to know marketing challenges in modern business; Is Inbound Marketing a solution?


3. Create your marketing tactics

After understanding the needs of your customers, it is also essential that you create or form your marketing tactics. This comes in the form of offering prospective clients a discount on products and services. Regardless of your marketing strategies, make sure it is customer oriented because they determine the success or failure of your brand. Your marketing strategy should also include ways aimed at convincing the prospective customer to sign up for your mailing list. Make sure you create something of value, and things will fall into place with little or no effort.

4. Write your message

This includes drafting out your email copy and when to send it out. A good marketing email message must convince the prospective customer about why he or she needs to engage your services. While writing your email marketing message make sure the message is as short as possible, does not contain spam words and is easy to understand.

5. Evaluate your success

After a successful marketing strategy, it is also essential that you monitor your progress with the email marketing. This can be done by accessing the total number of sales since the campaign started. Take special care to review the marketing strategy to make sure it is attuned with the market trend.

Click here to know 5 effective lead nurturing tool for smart marketing



An effective email marketing strategy takes care of all your marketing needs as a business owner. It increases your market relevance and pitches your content before the right set of individuals. Interact with us by dropping your comments, and you can also contact us if you have any question concerning email marketing. Our team of experts is ready to receive your query and proffer the best solutions. We will love to hear from you.

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Thirumalesh Prasad C G

Written by Thirumalesh Prasad C G

Thirumalesh Prasad C G (Thiru) is an entrepreneur, Founder, and CEO of Inboundsys, India's No.1 Hubspot partner agency, and an IT services company. Before starting Inboundsys, Thiru has had 12 years of experience working for various multinational IT products and services companies in India and abroad. He has been a significant member and worked as a user interface architect in designing the user interface for many web applications and products. In addition to running Inboundsys, he is also an advisory board member in a couple of other design studios and digital marketing agencies. He is a passionate blogger and a writer who loves writing on digital marketing, inbound marketing, lifestyle, philosophy, positive thinking, and motivation.

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