Your best chance of success with email marketing is to create a plan based on the products or services that you want to promote. It all starts with your product funnel, which leads to your content marketing plan, which leads to your email marketing calendar. All email marketing should be focused toward promoting your products and/or services and that requires planning.

The following steps will help you increase the results of your email marketing.

#1 Craft a Working Product Funnel – You probably already have various products and services, but you may not have designed a product funnel yet that helps you understand how everything is interconnected and works together. Understanding this can help you keep your different lists and promotions in order.

#2 Write Sales Pages for Each Product/Service – Each page should tell your audience the benefits of purchasing the product. Remember a sales page should focus on the audience, not on you. Benefits over features, always – imagine you’re the client and answer all the questions and concerns they might have.

#3 Build Email Lists for Your Products – Using your autoresponder, create the lists for each product or service that you’re promoting. Consider creating one list for people who purchased the product and one list for people who want more information about the product.

#4 Develop a New Product Launch Calendar – Knowing when each product is being launched for new upcoming products and or services will help you identify which lists you can include the announcements and information on. Plus, it will remind you to create new sales pages, lists, blog posts and email marketing messages for each new product.

#5 Create a Blog Post Publication Calendar – Based on the product launch calendar, write blog posts and set deadlines for them to be scheduled. Ensure that some blog posts promote the various sales pages, and other blog posts are designed for those who purchased already. For each message, consider who will see it and where they come from.

#6 Create a Social Media Content Publication Calendar – Develop social media messages in a series based on your blog posts that will attract your readers to click through to your sales pages and purchase or sign up for your email lists.

#7 Create an Email Publication Calendar – Based on how everything works together above, create a series of emails that you can edit appropriately for each separate list that you may want to promote the new product to. Load them into the right auto responders, ensuring they link to the right sales pages depending on the audience they are sent out to.

Note: You can combine these calendars into one comprehensive editorial calendar to track all of your marketing content.

#8 Write Follow-Up Messages – Don’t forget to write the follow-up messages for each product that you sell. Once sold, you will want to keep in contact with the customer who bought it so that you can market future products and services to them. This is the ideal time for upselling and special offers.

By creating a plan of action to follow, you can make sure every single time you launch a new product that you can cross-promote other products and services without bombarding your list too much with messages they don’t need, thus increasing your conversion rates exponentially. If all the content you create goes together like a puzzle to promote all your products and services in a seamless way, it’ll be that much easier each time to set up for each new product.

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Want more structure and simple systems to build your email list? Check out these List Building Templates from Alice Seba and DFYTemplates.