Steps to avoid that you should not forget

When you get down to work, it is essential not to fall into any of the two major mistakes that are made when creating a media plan in email marketing :

1. Do it independently. You have to take into account the rest of the contact channels that the company has. This is a mistake made by companies that work in silos. This can lead to conflicting media plans. A good email marketing media plan must be consistent with the brand’s overall media plan.
2. Not accompanying it with the right tools for its execution . If you don’t have a professional and simple emailing platform like MDirector, having the best email marketing media plan will do you no good. Can you even plan mailings from an email manager like Gmail? Does it allow you to incorporate all kinds of content? Do you know who opens and who clicks on the links? These are essential bahrain phone number data questions that will make a good email marketing media plan come to nothing.

What is a media plan?

Before continuing, it is interesting to analyze top 8 ebook plugins for wordpress sites in 2024 what exactly a media plan is. Is it a document with all the strategies? A calendar with the dates set for each campaign? An Excel spreadsheet that indicates the flow of mailings? A calculator that indicates what part of the budget should be allocated to each area?

It is all of the above but none of them ireland lists separately. Because if a media plan should have one quality, it is that it is a tool that brings together the answers to all of the above .

According to Wikipedia, ” Media planning is the advertising discipline responsible for delivering advertising messages to the largest number of people in the target audience. This is done by selecting the most appropriate media and supports for each occasion and always seeking the lowest possible cost .”

Combining media and messages to meet objectives

Therefore, a media plan is a document that analyses, searches for and defines both the messages that should be used to promote the brand and the audience to which each of them should be directed, the media and platforms through which they are launched and the timeframes in which it is done .

To do this, it tries to establish the best combination of means to meet the planned objectives, all according to a budget generated ad hoc.

As you can see, in this case we are talking about all the media, channels and platforms. So a media plan in email marketing is the same but focused on email marketing strategies.

Why is it necessary to have a media plan?

The ultimate goal of a media plan is to achieve the success of a digital marketing campaign. And to do so, it must optimize the combination of all the factors involved. Therefore, it is a tool that allows any brand to continuously improve its marketing efforts .

However, it requires a prior effort that many companies fail to understand. It is better to stop and think and clearly define a specific time frame than to do what is usually more common: respond with a ” firefighting ” blow.

Advantages of creating a media plan

Here is a non-exhaustive list of reasons why if you haven’t yet taken the time to create your media plan, you’re already late:

• It helps to establish a clear and well-known plan . It is interesting that it is shared by all the people in the company. They will know what the objectives are, the key messages and the channels that they want to use. This will help, in turn, to strengthen the sense of team.
• It allows you to define the audience to whom you are directing your messages . Reaching a loyal customer is not the same as trying to capture a cold lead who does not yet know the brand. Neither the format nor the moment of sending are similar. That is why it is essential to know who you are trying to connect with.
• You can optimize the budget you have available . If you don’t know the right investment for a channel to be effective, you’re likely to end up wasting money. With a media plan, you’ll know when, where, and how much you should invest for the strategy to be effective. Investment control is necessary for any company.
• It is essential to prepare the content in advance . This way, you will have time to make the most of the creatives.
• It allows you to quantify your objectives . This will allow you to evaluate whether the results obtained are met. In addition to being able to make comparisons that facilitate data-based decision making.
• You can anticipate potential opportunities . Defining everything clearly and in advance will help you identify new ideas that will improve the strategy.

Elements of an email marketing media plan

Below you will find the 6 fundamental elements involved in the creation of this document . As you will see, each of them answers a specific question. The answers will be what will lead you down one path or another.

1.- What are you looking for?: Objectives

The basis on which to build a media plan in email marketing are the objectives that are pursued. If you are not clear about what you want to achieve, it is difficult to get anywhere. Therefore, before setting strategies, channels or budget, you must clearly decide what objective you want to achieve.

To achieve this, the SMARTER (specific, measurable, achievable, realistic and time-bound) the objective is, the better. But don’t make the common mistake of trying to make it meet all the characteristics, which is very complicated. What you should do is try to make it as close to them as possible.