Al Bredenberg
Publisher of EmailResults.com

Thinking about making email a major component of your marketing and communications efforts? Don't go off half-cocked. Put together a plan first.

In many companies, the launch of an email marketing effort is right out of an old Judy Garland/Mickey Rooney movie:

"Hey, gang, let's do a show!"

"Yeah, great idea!"

The next thing you know, the gang is cavorting around the set in beautifully choreographed dance moves, singing in perfect harmony. That's the way it works out in the movies, anyway.

But without a plan, don't expect your email marketing effort to get a standing ovation. Here are the elements we include when developing an email communications plan for a client:

1. Marketing Objectives
   What are we trying to achieve, in measurable terms?
2. Audiences
   Who are we trying to speak to? Who are we trying to serve? What are their characteristics and their needs? Keep in mind that you may be trying to reach multiple audiences.
   
3. Value/Benefits
   What can we offer for each audience we're trying to reach? How will they benefit, what will they get out of the email communications we'll be sending them?
4. Messages/Information to Communicate
   What do we want to get across to each target audience? What will be the content of the communications we send out to them? Consider both marketing and editorial content.
   
5. Media/Vehicles to Use
   What form should our communications take? What kind of list? An announcement list? A discussion list? A newsletter? News items? Daily tips? A series of brief commercial messages? Keep in mind your various audiences and what format will be most appropriate for their needs.
   
6. Resources Required
   Who's going to do the work of building the list or lists, setting up the technology, creating content, writing copy, composing messages, managing lists, sending out mailings? What software will you need? How about hardware? And how much of this are you going to do in-house versus seeking outside vendors?
7. Budget
   How much will it all cost, and where will that money come from?
8. Schedule
   Set out a timeline for all phases of the project -- setting up the technology, promotion, list-building, content creation, mailing. Work out a production schedule that will allow you to have your messages all ready to send on time.
   
9. List Development
   How will you promote the list and gain new subscribers?

If you're going to market by email, be sure to develop a workable plan. You don't want your show to be a flop!