The strategy for developing an email marketing plan for Shephart's African-themed art focuses on building a targeted email list, creating engaging content, and optimizing performance. Firstly, the strategy emphasizes collecting emails through sign-up forms, social media, and offline events while maintaining GDPR compliance. For example, offering discounts for sign-ups encourages more people to join the mailing list.
Secondly, the focus is on creating content that resonates with the audience, such as stories about artists and personalized product recommendations. Engaging content might include user-generated content, providing art care tips, and exclusive offers.
Lastly, performance analysis is crucial for strategy refinement. It involves setting key performance indicators (KPIs) and utilizing tools like Mailchimp to track metrics such as open rates and conversions. This allows for A/B testing to optimize content and timing. Regular refinement based on data ensures the strategy remains effective in engaging and converting customers.
The strategies
⛳️ Strategy 1: Build a targeted email list
- Create a signup form on your website to collect email addresses
- Offer a discount or free download to incentivise sign-ups
- Segment your email list based on customer interests and behaviours
- Leverage social media platforms to encourage followers to join the email list
- Collect email addresses at offline art events and exhibitions
- Ensure compliance with data protection regulations such as GDPR
- Regularly clean your email list to remove inactive or invalid email addresses
- Use a double opt-in process to confirm subscription requests
- Include a clear privacy policy with the signup form
- Collaborate with African art influencers to promote your email list
⛳️ Strategy 2: Create engaging and relevant content
- Send a welcome email series to introduce new subscribers to your brand
- Share stories and backgrounds of the featured African artists
- Include art care tips and how to incorporate art into home decor
- Feature user-generated content and customer testimonials
- Send personalised product recommendations based on past purchases
- Include exclusive subscriber-only discounts and offers
- Schedule regular emails to keep the audience engaged (e.g., bi-weekly or monthly)
- Mix up email formats with newsletters, product launches, and event announcements
- Use eye-catching visuals that highlight the vibrancy of African art
- Test and optimise subject lines and preheader text for higher open rates
⛳️ Strategy 3: Analyse performance and optimise strategy
- Set specific KPIs such as open rates, click-through rates, and conversion rates
- Use email marketing tools (e.g., Mailchimp, Constant Contact) to track performance
- Conduct A/B tests on email campaigns to optimise content and design
- Evaluate the performance of different email sequences and segmentations
- Survey subscribers to gather feedback on email content and preferences
- Review unsubscribe rates and adjust strategies to retain subscribers
- Analyse purchase data to identify the most effective email promotions
- Continuously update your email marketing calendar based on data insights
- Identify peak engagement times for your audience and adjust send times accordingly
- Regularly review and refine the email marketing strategy based on results
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.
