The strategy focuses on developing an email marketing campaign for Shephart, an online store specializing in African-themed art, aiming to enhance customer engagement and boost sales. The first part involves building a targeted email list by utilizing sign-up forms on the website, social media invitations, and collaborations with similar brands. Offering incentives and ensuring an easy opt-in process are also key to expanding the customer base.
Another core strategy is crafting engaging and personalized content. Emails are personalized using customer names, storytelling, and exclusive offers to foster connections. Content like artist interviews and informative articles on African art enhances engagement, supported by user-generated content and regular feedback solicitation.
Optimizing email delivery and engagement includes testing sending times and ensuring mobile-friendly emails. The use of personalized subject lines, clear calls-to-action, and visual elements helps improve interaction. Analyzing performance metrics like open rates ensures ongoing refinement, while a win-back campaign targets inactive subscribers.
The strategies
⛳️ Strategy 1: Build a targeted email list
- Create a sign-up form on the website offering a free digital art piece or discount for new subscribers
- Utilise social media platforms to invite followers to join the email list
- Include a sign-up prompt at the end of blog posts and articles
- Collaborate with similar niche brands to promote each other's sign-up forms
- Run a contest or giveaway encouraging participants to subscribe
- Segment existing customer data based on purchase history and interests
- Ensure a clear and easy opt-in process with minimal fields to fill
- Offer incentives for referrals to expand the email list
- Prominently display email sign-up options during the checkout process
- Regularly cleanse the email list by removing inactive subscribers
⛳️ Strategy 2: Craft engaging and personalised content
- Develop a content calendar outlining email themes and send frequencies
- Utilise customer names in subject lines and email bodies for a personalised touch
- Highlight the story behind each art piece to create emotional connections
- Include artist interviews and featured stories in the newsletters
- Offer exclusive early access to new collections for subscribers
- Share informative content on African art history and culture
- Incorporate user-generated content by showcasing customer art displays
- Offer time-sensitive promotions to create urgency
- A/B test different content formats to determine what resonates best
- Regularly solicit feedback from subscribers to tailor future content
⛳️ Strategy 3: Optimise email delivery and engagement
- Test and optimise email sending times for maximum open rates
- Ensure emails are mobile-friendly with responsive designs
- Use engaging subject lines that prompt recipients to open the emails
- Segment emails based on subscriber demographics and interests
- Include clear calls-to-action guiding customers to purchase or engage
- Regularly analyse email performance metrics like open rates and click-through rates
- Provide an easy-to-find option to update subscriber preferences
- Use a consistent and recognisable sender name and email address
- Incorporate visual elements like images and videos to capture attention
- Re-engage lapsed subscribers with a targeted win-back campaign
Bringing accountability to your strategy
It's one thing to have a plan, it's another to stick to it. We hope that the examples above will help you get started with your own strategy, but we also know that it's easy to get lost in the day-to-day effort.
That's why we built Tability: to help you track your progress, keep your team aligned, and make sure you're always moving in the right direction.
Give it a try and see how it can help you bring accountability to your strategy.
