Do Business Well

The first step in your strategic-planning process is to consider the kinds of questions listed below. Your answers to these questions are a reflection of the strategic goals and objectives you’ve defined for your business. If you don’t understand or can’t articulate these goals, you won’t be able to identify the criteria that will determine whether your program is a success or a failure.

• Why are you interested in email marketing in the first place? (Are you trying to bring in new revenue? Reduce costs? Are competitive pressures forcing you to consider email?)

• Is long-term customer retention important for the success of your business?
• Is it important and possible to measure your program’s impact on customer loyalty?
• If you can expect to make a sale to your customers only once a year, can you justify the expense of the program?
• Why would your customers be interested in receiving your emails?

• What kinds of material are they going to want? (Strictly educational? Business related? New product or upgrade information? Will you inform them if a competitive offering becomes available?)
• Will your customers look to you as an authoritative, trusted source of information, or will they always consider what you do and say as simply serving your own needs in an attempt to sell them more products or services?
• How much information will they give you about themselves?
• How much can you learn by observing their activities on the website, responding to their email, and analyzing their purchasing activity?

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