Email Marketing Process

Project Overview
Email marketing at Universal Yums consists of three major categories: sales, engagement, and flows. While each one serves its own unique marketing purpose, the process is consistent among each category.

Brief Overview
The first step is to have a monthly kickoff meeting with the email marketing manager and email designer. During this meeting, we would review each email brief, detailing which mailing list it would be sent to, the information needed to be conveyed, and the desired customer action..

Competitor Research
After the kickoff, research is done on competing brands to see how they communicate similar messages to the same customers. This information is used as both inspiration for how to write the email and as a means of finding ways to differentiate the brand from its competitors.

Create the Headline
Utilizing competitor research, recent trends, AI tools, and natural brainpower, concepts for an attention-grabbing headline are brainstormed. After drafting multiple iterations of potential copy, two options are selected for review.

Draft the Body Copy
Keeping the target audience and goal of the email in mind, short-but-sweet body is crafted to succinctly communicate the message.

Craft the CTA
With a focus on tight copy and action words, a call to action is created to entice customers to click.

Write the Subject Line & Preview Text
By referencing past data and A/B tests, the subject line and preview text are created. This is heavily influenced by the results of past email sends and their open rates.

Create A/B Tests
In order to create a constant flow of data and consistently improve email results, A/B tests are regularly developed. After creating a hypothesis around the test, one of the copy elements in the email is adjusted in order to track open rate or click-through rate.

Review the Data
At the end of the month, a results meeting with the email manager is held to review the results of the email sends and any A/B testing. This information is used to inform future content creation, resulting in improved metrics, month over month.