In the face of an uncertain economy and high acquisition costs, it’s more important than ever for brands to build a robust email marketing strategy. However, this can be problematic if there’s an absence of right processes to follow or the necessary expertise for implementing the key areas of Email you need to be sure to get right. s360 uk's Email & Retention Manager, Suzanne, shares her experience and some email marketing resources that may help.

Before life as s360 UK's Email & Retention Manager, I oversaw the email marketing strategy for a luxury goods retailer. As a large heritage brand and having been family-owned since its founding in 1884, the business had gone through lots of stages of transformation and ways of working.

In my time there, I came across numerous tasks which didn’t yet have a process, so created a set of documents and guides to assist with a range of day-to-day email activities. These have now come together as s360 UK’s Email Essentials, a pack of indispensable email marketing resources to help you streamline processes, optimise email performance, and ultimately hit your business goals.

You can use this pack regardless of which ESP your brand is on, so dive straight in.

• Campaign Briefing Template
• Lifecycle Strategy Planner
• A/B Testing Tool
• ESP Migration Planner
• Email Performance Report Template

If you’re in a big organisation, chances are you build emails for a range of different stakeholders and purposes, and they’re not always aware of everything you need to be able to build the campaign. Our briefing template is a succinct one-pager you can ask stakeholders to complete to ensure the email achieves its aim.

Whether you want to build a new strategy or iterate on an existing one, our lifecycle strategy planner can be used to guide you through the steps and considerations necessary to ensure you’re targeting subscribers throughout their journey with you.

A/B testing is a critical part of driving your emails’ performance, but it’s not always obvious where to start or what to test next. Our testing tool comes pre-populated with lots of key things to test and can be used as a central place to log all your results for future reference.

This planner is designed to help you audit everything in your current ESP and ensure that it's all ready for migration to your new one. Do also take this as an opportunity for a spring clean - even the most organised email marketer is likely to have ended up with duplicate lists, brand assets, and inconsistent naming conventions.

Reports can easily balloon out depending on different stakeholder demands, so we’ve put together this template to help you make sure you’re covering all the key areas in a succinct, digestible way.

When you work with us at s360 UK, you not only benefit from the way we apply our expertise, but also how we impart it to you and empower your team as we collaborate.

If you’d like to chat to our Email Marketing Experts about our Email Essentials Pack, or would like to discuss how s360 UK can help supercharge your Email strategy for increased revenue growth, get in touch with our team.