3
Create a series of targeted program messages (content)
Once the purpose has been determined and the audience has been selected, the next critical step is to create a series of relevant and contextual email messages that pertain to the purpose and audience of the program. The content of your messages will ultimately make or break your efforts. So based on the targeted audience and program purpose, carefully think through what content will resonate with your audience and what calls-to-action will drive a response.
There is no magic formula for how many email messages to include, but you’ll want to strike the balance between too few and too many. As with most things in marketing, quality is preferred over quantity. Create the least amount of messages deemed necessary to accomplish the program purpose and your marketing objectives.
Lastly, you’ll want to make sure that you create emails that are designed to get read, which means they’re mobile-friendly, use a click-worthy subject line, contain engaging copy and have a clear call-to-action. Less is always more, so keep the emails short and to the point.