20 Questions is game for you, your boss, your team members, your clients, your data team, your digital marketing adviser… ask, answer, think, act. Print it, copy it off into a spreadsheet or just read, bookmark and check back. On your marks, get set, go!
What is your overall strategic goal for the use of email marketing?
e.g. we want to be the number one supplier of equipment and the strongest brand in the market.
What actions do you ultimately want?
e.g. we want people to buy our equipment and look first to us as their supplier
What activity supports these?
e.g. content rich communications to support our position, regular product releases, support for our channels
What actions will bring about your key action goal?
e.g. Click to landing page, click to website, click to enquire click to buy, tell other people, forward to the right person,
Who is your target audience(s)?
What type of people read your emails? What are their roles?
What databases do you have permission market to, what type of emails do you send now, and how often do you use email to speak to them?
How clean would you say your databases are right now?
How do your databases grow? Is that growth keeping up with, or surpassing, list attrition?
What percentage of your total CRM database do you have email permission for?
What processes do you have in place to manage hygiene such as when people mark your mails as spam, when they unsubscribe, and when they change jobs or their email address changes?
How many regions/variations do you need to communicate with? What ways do you add regional or segmented personalisation to ensure those recipients feel that you are aware of where they are, who they are, and what they need from ?
How do you currently manage email marketing?
How do you currently measure the results and outcomes of email marketing?
Do you use best practice frameworks such as allocated sub-domain and white-listed IP isolated sending addresses?
What gets in the way of you doing a great job now?
What is good about what happens now?
What is bad?
Where do you see ways to improve it?
Do you have support from upper management to do the best job you can or is email relegated to the ‘tactics only’ list?
Do you think email could deliver more revenue for you now?
So – once you have the answers to these – what are you going to do about it?