Guidelines to Get and Keep Your Email Marketing in Shape for Best Results

By Derek Larabee, Digital Marketing Account Manager

FITT email marketing strategy

When a business first starts to consider email marketing as a potential channel for their Digital Marketing goals, it is important to start with the basics. Planning out the smaller details first frees up a lot of room later in your email marketing strategy for the more enjoyable elements (for me at least) like design, content planning, etc. Let’s take a look at an acronym used in exercise to help illustrate the email campaign details that should be considered.

The F.I.T.T. principle is a well-known concept in the fitness world. It acts as a set of guidelines for structuring a workout. FITT is a fairly simple acronym that stands for Frequency, Intensity, Time, and Type. This set of guidelines lends itself well to email marketing and highlights some of the fundamental questions that should be asked when putting together an email strategy.


How often will you send emails to your list of subscribers? I always like to think of my own inbox when answering this question. Constant emails that do not offer me anything of interest or value are quick to earn the dreaded “Unsubscribe” click. High frequency is not always a bad thing if your customers are looking forward to something in your email send. Maybe a time-sensitive deal, a flash sale, information that will prove important for their in-store experience, etc.


It’s important to keep your cool. Many email messages go for closing the sale before taking the time to educate recipients. Ease into the relationship with your subscriber and let them get to know you. This is your chance to set the tone of emails that will be flowing their way. Consider welcoming them to your email list, you can even consider a show of gratitude for joining. A percentage off an upcoming purchase can go a long way toward keeping your subscriber tuned into your future emails.


When will you send your emails? Chances are, Friday night is probably not a good time for most verticals. Aside from the obvious no-go timeframes, determining your best time to send should be data driven. In most cases the email management software will provide best practices for your industry, but analyzing the data should dictate the time of future sends. Once you find what works, stick with it. Predictability from the  recipients’ perspective holds more value than you think, so make sure you are sending emails that your subscriber can start to look forward to.


Are your emails all about promotion, or are you trying to build a story? Sometimes the answer is both. Don’t be afraid to sprinkle in a bit of story in your emails. Why is your company the best at what it does? Can testimonials support your product/service? Blending these elements together to form a cohesive strategy is essential to making your emails seem as natural as possible.

The amount of questions to be answered in creating a successful email marketing strategy are plentiful, and the answers can sometimes be right in front of you. It all comes down to knowing your customer, and the value they place in your product or service. Knowing your customer’s buyer persona is half of the battle; the other half is being able to draw conclusions from your email data. Keeping the F.I.T.T. acronym in mind can act as a high level guide to life’s tough email marketing questions. For everything else, there is Bayshore Solutions.

Contact us today to get started achieving better results with your email marketing strategy!

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