Before entering how to formulate a Plan of Email marketing for your business, you must know that at the moment the channel of more profitable marketing for businesses is the email marketing.

The email executed marketing correctly will report 40 Euros to you of benefit by each Euro inverted in him.

As you see, this cannot say anyone to it.


Why you need a plan email marketing?

But the problem that I am when knowing proprietors of local businesses that already work with the email marketing for their clients is that they do not have any plan of action, and so they do not operate to the maximum the potential of this so profitable channel.

It thinks well about this¦ If simply what beams are to send emails to clients being offered to them what you create opportune at every moment, it is very probable that you do not secure good results with those campaigns, since they will not be aligned with the positioning of your business.

Thus, to obtain that the email actions marketing arrive in their maximum expression at your account of results, you need to construct a Plan.

A Plan of Email marketing is very similar to any type of marketing plan that is carried out in a business, since it consists of an analytical part, another strategic and another tactics.

But for you see the simple thing that a good Plan of email gets to be to implement you yourself marketing, I have divided its execution in 7 simple steps.


Step 1: It defines your hearing

If you do not know to who you want to arrive, certainly you are not going to them to arrive.

Or even worse: If you want to sell to all, you will not sell to anybody.

You must know more approximately possible your potential clients, who are going to be the adressees of your emails.

Center you in a single person, visualizes it with all forces. One is about Pepe, or Juan, or Maria, or of¦.

Coje a sheet of paper in target and begins to write that it thinks, that says, that it sees and that person listens who you visualize as your ideal client.

At the most you know your client, better you are going to be able to focus that and when you are going to him to send by mail so that those shipments become clients and business.


Step 2: It determines the Objective

Before home to construct any shipment to your clients you must know clearly what is the objective who you persecute with him. Why you are sent it?

The main objectives that you can persecute with the email marketing are:

#1 Educar to your clients

#2 Conseguir authority

#3 Fidelizar to your clients

#4 Incrementar the number of clients

#5 Conseguir a sale

#6 Crear or to increase your brand

#7 Recuperar clients

If your email does not have a clear and direct objective, most usual than you pass is that it does not obtain any.


Step 3: To compile content to hook your clients

Once already you know clearly who (with whom you want to contact by email) and why (which is the objective that you persecute), is the hour to determine what (what type of content you are going to him to send).

Before entering in particular this aspect, I want to do a very important reflection to you.

Your client has left his email you because she is interested in that you send information to him. But you must have present that nowadays, that client, certainly is receiving hundreds of emails every month in his inbox.

For this reason, your obligation is to send information to him of great value for him.

Before sending the information, you must be placed œin the shoes of your adressee and be asked œWhat there is here for my. If in your communication there is no a unique message, clearly, direct and of great interest for your client, more likely it does not open your email, or it is even terminated of your list.

For this reason always you must send value to your readers. Great doses of value.

You can basically send 2 types of content that will generate enlistment with them:

  1. Content on your business: Here you can send promotions, supplies, discounts in your products or services. Or also you can send the news that it generates or in which it appears your local business.
  1. Content not directly on your business: Here you can send to your clients, for example, pills of information that form to them in aspects related to the products or services that your you sell, or the last new features in your sector to have to them informed to the last one, or real cases of success with your products or services.

That one really important is that the content that you send here is excellent and of interest of your clients.

You must know how to combine types of content both, since it is not good only for sending purchase proposals. By email more with the persuasion than with the direct sale is sold.


Step 4: To prepare a summary of your objectives

Once already you have determined that type of content you are going to send to your subscribers, you must place of strategic way those contents in an annual calendar.

I recommend that in this point lame the objectives to you that you have marked yourself in Step 2 and you establish campaigns at different times from the year to obtain them.

Once you have this, it places each one of the campaigns inside, and it determines what type or types of contents is going to include each of them.

The best form to see is establishing it an example:


Step 5: To determine the shipment frequency

A very important aspect is the frequency of shipment of communications with the list of your clients.

In this point many types of different opinions exist on which it is the best frequency of shipment.

According to my experience, a perfect frequency does not exist. This must depend mainly on the type of business and on the value that I contribute to your clients.

But I can establish that your clients must receive shipments yours as minimum once a month and at the most 2 or 3 to the week.


Step 6: To create a Calendar of Email detailed marketing

The last step to start up your Plan of email marketing is to place in the annual Calendar, the day and the hour that will be sent each one of the mails.

In this case, and it is what differentiates this passage from the quarter, I am talking about to detail in the calendar each one of the shipments to realise, and no longer only the campaigns and the objectives that you persecute.

This it is also the moment at which you must establish for each shipment details as the title of the email, the sender, the text and all the aspects of each shipment.

Once executed this step, you will already have all the detailed content of each email to send.


Step 7: It reviews and it optimizes

The Plan of Email marketing of your business must be an alive and dynamic element.

From the results of the different shipments in relation to the objectives that you have marked yourself, you must analyze his degree of fulfillment: You have obtained that Xs clients come to your store to buy a certain product? or You have obtained that a X% of your readers will be the email in the qual you taught as applying to a certain product newness to them in your business?

From the observation and the measurement of the results of the different campaigns, you must be modifying and adapting your Plan to the obtained results.

Thus you will optimize continuously the results that the email marketing contributes to your business.



The Plan of Email marketing of your business is as a map to secure the objectives that you have marked yourself.

If you do not know the point at which you set out to arrive with the email marketing ten by certainly will not arrive at no side, and will invest to time and money without obtaining the results that you could hope in the case of acting of strategic way.

And do you, have a Plan of Email marketing for your business? That fulfillment degree has? You are reviewing It?

I wait for your commentaries and experiences. If it is to you useful east post for your business I would like that you shared it in the social networks so that more people can take advantage of her content.


Author About the

Joan Serra Valls I am called Joan, I been forty years old and alive in Lleida. My work is excited. I dedicate myself to learn, to teach and to apply the rules of Marketing online to the local businesses. It enchants to me to collaborate in the growth of the businesses of my clients and readers.