Email Marketing Strategist

Objective

To establish and maintain an effective email marketing strategy for a book, focusing on retargeting, providing ongoing value, and driving additional sales through targeted email campaigns. This includes establishing the look/feel/tone, segmenting audiences, creating the content calendar, and producing the content. We are strong believers in Test/Learn/Iterate, so you will be expected to demonstrate data-driven improvements over time.

Overview

Our goal is to engage customers who have already purchased the book and upsell them on additional products such as recipe cards, ebooks, and friends and family bundles. The strategy involves both initial setup tasks and ongoing activities to ensure consistent and effective email marketing efforts.

Implementation Plan

Segmentation
- Segment the email list based on previous purchases with the book and other products.
- Create separate segments for customers who didn’t buy specific products (recipe cards, ebooks, friends and family bundles).

Content Calendar
- Develop a monthly content calendar outlining email themes, content, and send dates.
- Ensure a mix of promotional and value-based emails to keep the audience engaged and interested.

Design and Copywriting
- Establish a professional design and refine prompts for copywriting to ensure emails are visually appealing and engaging.
- Use compelling subject lines and call-to-actions to drive conversions. Emphasize the unique benefits of the additional products.

Automation
- Set up automated email sequences for each retargeting segment.
- Use behavior-triggered emails to follow up with customers who show interest but don’t complete a purchase.
Analytics and Optimization
- Track open rates, click-through rates, and conversion rates for each email.
- A/B test different subject lines, email designs, and copy to find what resonates best with your audience.
- Continuously optimize based on the data to improve performance over time.