Emercury’s Ad Plan Recommendation

If you want to be a successful email marketer, you need to accept that it’s going to take a lot of patience, as it requires a keen attention to detail as well as extensive organizational skills. Both skills should go hand in hand if you don’t want to be saddled with a mediocre email marketing campaign. Emercury will help you with setting up your own marketing campaigns via a nifty email marketing template. Keep in mind that you’ll need to know how to use Excel for this one.

Creating a Template

First thing’s first – you need to create your own Email Marketing Template in Excel. You start by creating a new Workbook, then divide the sheet into three sections and color code them accordingly:

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1. Email Planning (Yellow)
2. A/B Testing Planning & Results (Red)
3. Email Results Tracking (Blue)

Each of the three section should then be divided equally, with each one containing columns designed to keep track of various stages. These include:

Email Planning Section

The email planning section deals in logistics, such as when the email itself is sent out and who’s the sender. This section includes the following metrics:

1. Send Date – this tracks the date that the emails need to land in your prospect’s inboxes. For the purposes of this template, we limit the testing period to a month, then create sections per week, which are then divided into the amount of emails you need to send per week. Our template is for 3 emails per week, but you are free to insert more rows if you need it. You can also extend the testing period beyond the first month if you want, this is just for instructional purposes.
2. Email Topic – this is for the topic of the email. For instance: a new inventory update or a new ebook release.
3. Owner – this specifies which one on your team is creating the email.
4. Status – as stated, the status of the email. E.g. Pending, In Progress, Ready for Testing, Scheduled, Sent, etc.
5. Subject Line – specifies the subject line your are using.
6. Draft Link – here, you can put the link to your email draft so that you can keep track or ask a team member to review.
7. Goal – in here, you state the goal of the email. For example, clickthrough, lead generation, direct sale, etc.
8. Target Segment – this specifies the segment the recipient belongs to. E.g. stay-at-home-husbands looking for 2nd hand cars, etc.
9. Send List – this is the name of the email list.
10. Suppresion List – the names of the lists that you want to exclude from your send goes here.
11. Personalization Tokens – this includes elements of the email that will be personalized for the recipient, such as name and organization, etc.
12. Link to Image File – here you can paste the links to any image you want to use
13. Landing Pages or Other Assets – this should contain the webpages that you want the recipient to visit
14. Mailto Link – should contain your Mailto link, if you are trying to encourage sharing
15. Social Share Links or Buttons – this will help you keep track of social sharing links.

A/B Testing Planning and Results Section

This section is for the numerous ways that you can do split testing on your emails and will include the following categories:

1. A/B Test Description – this should contain the description of any A/B test that you are conducting for the email send. This will help in organization as it allows you to easily remember all the details about the tests.
2. Summary of A/B Test Results – this will contain the results of the email sends, and exactly which one performed the best.

Email Results Tracking

This is the section where you record the results of the campaigns. It includes all the familiar metrics such as:

1. Total Emails Sent
2. Total Emails Delivered
3. Total Emails Opened
4. Total Clicks
5. Delivarability
6. Open Rate
7. CRT (Clickthrough Rate)
8. Leads Generated and
9. Misc Metrics (for other metrics not already mentioned but are important to your campaigns)

Customize the Template

Bear in mind that the color coding and the terminologies we used are just starting guides. If your organization or business requires other names or you prefer to use different colors, you can customize the excel file. What’s important here is that it will help prevent you from overlooking details both major and minor, as well as allow you and your team to track and analyze results. Hopefully, all this planning will lead to better performing emails.

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