It takes a lot of planning and deliberate effort to create an engaging, knock-it-out-of-the-park email marketing campaign. Download this checklist to ensure no details are overlooked.
Success doesn't happen by accident. (Mostly.) Managing the campaign flow(s) of who gets what, when, and why (what's the objective?) can be a monumental task. With so many moving parts in a modern email marketing campaign, it's easy for some details to get lost in the shuffle, even for marketers who've been at it awhile.
Then you're left rushing to get last minute approvals or fixing broken links or tweaking subject lines and pre-headers.
Especially these days, when teams are getting re-arranged, downsized, and tasked with the ever-popular directive "do more with less."
First, you need to determine which segments you're targeting in your campaign and where they are on their buyer's journey. Then there are the assets to be created – not just the emails but also the landing pages, white papers, case studies, ebooks, registration forms, CTAs, or any other promotional assets.
Then you have to decide where the contacts flow once they've been sent the email. What happens to those who opened or clicked versus those who didn't?
Motiva can help streamline some of the production issues -- like configuring multivariate message tests -- and boost your results, but there are still quite a few pieces that need to be in place before configuring the Eloqua (or other MAP) campaign canvas, and quite a few more after the contacts have flowed through your Motiva campaign steps.
It can work as a refresher for seasoned email marketing vets or a primer for new team members who may not know all the ins and outs of what it takes to create a successful email marketing campaign. Enjoy!
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