All projects are unique. Not always a large team of employees guarantees the best result. The key is to develop a marketing strategy that is right for your business. Read about all the details of creating a marketing strategy, including email marketing, in this post.

Document describing:marketing strategy

  1. The short-term and long-term goals of the company.
  2. What actions need to be taken to realize these goals.

It also specifies:

  • A portrait of the target audience
  • Scenarios of chain letters
  • Customer roadmap

Who needs it?

The manager, marketing and sales department.


Regardless of the type of organization you run, email marketing can help you connect with your audience, expand it and turn leads into loyal customers – and at a lower cost than other customer acquisition channels.
Did you know that for every $1 invested in email marketing, you get $10 or more in return?
Email marketing allows you to build relationships and brand awareness, grow customers, and promote events and sales.

How to create an email marketing strategy?

Step 1: Conduct an audit

A 30-45 interview with a professional from which you understand the stage your company is at, to attract new customers through digital marketing.

Step 2: Set a goal

Once the audit is complete, you can easily generate a technical statement of purpose.

An example of bad goal setting:

  • Invest and expect a deal to be done from the first email or call.
  • Need to sell out urgently because in 3 months it will become irrelevant.
  • Write daily so that OUR offers will be more than those of the competitors.

Example of good goal setting:

  • Increase the number of deals by 5% within a year.
  • Reactivate clients who are in your base, but you stopped communicating with them.
  • Understand what the needs of new customers are.
  • Increase to 10% sales to “old” customers.
  • Expand the influence of the brand by communicating with new potential customers and making a business relationship with them.

Immerse yourself in the product and make portraits of your customers
To understand who your customers are, you have to do some work. You can start by studying statistics, the current audience, and the queries people use to get to your site. In addition, you need to communicate with managers, sales, and marketing. Colleagues will tell what objections arise from potential customers and what prevents users to make a faster decision to buy.
As a rule, managers and marketers already have this information. All that needs to be done is to pull it together from different sources.

Step 3: Explore your existing customer base

Figure out who your ideal client is and who is only causing problems. Focus on the parameters of personalization and segmentation.
Analyze which letters or marketing channels were used and what results were obtained. An example of a portrait of the target audience of a B2B employee.

  • Sector – B2B
  • Position – Commercial Director
  • NAME – If there is information
  • Employee aged 35-45
  • Country/city of residence Depends on the mentality
  • Income – average salary
  • Attitude towards change – Visionary/innovator/conservative
  • Reasons to use your services?
  • The main benefits of the project for the Employee and the Company?

An example of a target client for marketing strategy.

  • Company turnover
  • Industry
  • Influence on the market in this country
  • Number of employees
  • Employed locally/globally
  • Number of PPRs
  • Position of the employee to start communication
  • What important changes in the company have taken place recently
  • Company plans for this year/next year
  • What might be preventing the company from implementing your product/service

What resources to use to gather such information in this article.

Step 4: Research your competitors

Based on the analysis of competitors to determine their strengths.
Conduct a swot analysis.

Determine what we want:

  • Welcome letter (establishing a business relationship)
  • Announcement/Invitation to Expert Webinar
  • Information about a profitable offer
  • Greetings/reminder
  • Infotainment as a trigger to action
Step 6: Implementation
  1. Writing a chain of letters.
  2. Test checking using paid software
  3. Setting up the infrastructure to automate the mailing.
  4. Start mailing

After the first month of work, analyze in detail the course of the campaign, metrics, discovery, and response.

Correct inaccuracies launch the A/B test.

Who implements email strategy?


It can be written and even implemented by an email marketer in a company. Modern services for templates, mailing lists, and integrations allow you to run the necessary elements without special knowledge.

But for a large project you may need:

  • Analyst – to gather and analyze information, calculate costs and revenues;
  • Project manager – to organize the process;
  • Email and CRM specialist  – to make block diagrams and TOR, to set up services, to think through hypotheses and prototypes for letters;
  • Software engineer – to make the integrations work, because there are no perfect services;
  • Copywriter – so that the letters are always ready with great texts;
  • Designer – to make the newsletters look nice and custom;
  • Web designer – to implement the designer’s non-typical ideas that cannot be implemented in block editors, and to make the letters look equally good on all devices and browsers.

All projects are unique. For each one, the number of specialists will be different. Not always a large team guarantees the best result. The main thing is not to look at others, but to start with your capabilities and needs. Choose the most converting channels for you, test them and get the desired sales.

Have a great conversion)