The Power of Email Marketing: From Strategy to Execution

Email marketing remains one of the most effective tools for reaching and engaging customers. This article delves into the intricacies of email marketing, from creating a funnel marketing framework to analyzing campaign performance.

Setting Up for Success: Steps to create a successful email marketing strategy include audience profiling and segmentation. Understanding your audience is key to crafting messages that resonate. In addition to this, have a strong value proposition.

Case Study: EFS to Wealth Cross-Sell Campaign: An in-depth look at the campaign structure, email series, and personalization tactics used to drive conversions.

• Strategy: Developed a funnel marketing framework targeting profiled clients with potential for conversion to ATB Wealth clients.

• Execution: Implemented a series of 5 to 8 emails tailored to the unique journey of each client, aiming to connect them with an advisor or get them to download a guide.

• Results: Successfully brought in approximately $400,000 CAD in assets under management.

Key Tactics:

• Personalization: Crafting personalized messages based on client profiles and behaviors.

• A/B Testing: Testing different email subjects, preview texts and content to determine what works best.

• Compelling CTA: Including a CTA that is action oriented

• Analytics: Created a dashboard to track open rates, click-through rates, and conversion rates.

• Leads Conversion: Followed up with FAs to ensure Leads are properly tagged on CRM software and they are reached out to within 24 to 48 hours

Other Important things to note

• Strategic Thinking: Aligning email marketing campaigns with business goals.

• Managing Cross-Functional Stakeholders: Collaborating with various teams to ensure cohesive messaging.

• Presenting to Senior Leadership: Sharing campaign performance and insights to inform future strategies.

Conclusion: Email marketing is a powerful tool when used strategically. By focusing on personalization, testing, and data analysis, you can create effective campaigns that drive engagement and conversions.

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