Crafting Your Roadmap to Success - Building an Email Marketing Strategy
The first step in crafting an effective email marketing strategy is to define your desired outcome. This is a big picture goal that helps to keep your team focused and motivated as they work towards it. It should also be clearly reflected in the KPIs (key performance indicators) used to measure progress.
Once you have a clear vision, it’s time to start identifying the specific, actionable problems that need to be solved. These could be things like increasing user engagement, improving the conversion rate, or reducing churn. The next step is to dig into the product data to see what can be done to achieve these goals. This could include things like looking at the average order size, the number of items per customer, or the percentage of top-of-funnel users who are purchasing. It’s also important to look at competitors in your space and understand how they are succeeding (and what you can learn from them).
Next, it’s time to break down each problem into smaller tasks and a rough timeline. This is where the roadmap becomes really useful, as it can help to show how each task will be accomplished. It’s also a great opportunity to involve the entire product team and ensure everyone has a chance to contribute their ideas.
As you begin to build out your roadmap, it’s important to regularly reevaluate it and make adjustments as needed. Your team’s priorities may shift, new business opportunities may present themselves, or you may decide that a certain feature isn’t worth the effort. The roadmap should be easy to access and update so that all parties—development, marketing, sales, executive stakeholders—have the most up- to-date picture of where the product stands at any given time.
A good roadmap will make it clear how each individual task aligns with the larger product vision and strategic goals. Whether you use a simple word processing app, spreadsheet software, or dedicated roadmap software, using color to indicate how each item relates to your desired outcomes can be a helpful way to visually represent these connections. It’s also a best practice to enlist key stakeholders in the process before presenting the roadmap to them so that they can address any potential quibbles ahead of time.
Creating a roadmap is just the beginning of your email marketing journey, as you will need to continually update and share it with all stakeholders throughout each phase of your product cycle. The best way to do this is by setting a weekly meeting where each member of the team can come together to discuss the latest updates to the roadmap and suggest new initiatives or changes.
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Satheesh Sudarsan is a technology industry veteran executive with a passion of helping enterprises thrive with the help of best technology. He has more than 25 years of industry expertise, he has built several leading software businesses in a variety of technology categories. In his career, he has launched successful products and services in digital web services, mobile consumer devices, enterprise software, cloud and artificial intelligence and has built revenues of over $5B. With experience ranging from Fortune 100 companies to mid-size companies to startups, Satheesh is very familiar with struggles and opportunities at enterprises of various sizes.
At Buildnextdigitalbusiness.com, Satheesh’s mission is to bring his expertise to help companies build and augment their businesses by discovering and growing with best-in-class digital tools and services.
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