Want to make your email marketing more effective? Make sure your production schedule allows enough time to develop great creative.
Can you develop and send an email in a couple hours? Sure. And sometimes you need to. But most projects are on the calendar well in advance; starting early will allow your creative team the time they need to give you great copy, design, and programming.
My standard production schedule for a brand new email campaign is six weeks. With my clients, this usually includes multiple audiences as well as multiple efforts. If you’re sending a single email to a single audience it can go faster. If you have a lot of audiences and efforts, it can take even more time. But when you’re starting from scratch, six weeks is a good guideline.
So why six weeks? Let me walk you through the kick-off meeting and the first two tasks, which are most critical for success.
To read more of Jeanne Jennings’ article on Clickz, visit: http://www.clickz.com/clickz/column/2267483/the-key-to-more-successful-email-campaigns-time