Strategy versus tactics: What’s the difference?
To explain what a strategy is, it’s helpful to start with what it isn’t: An email marketing strategy is not a random collection of tactics used with the hope of accomplishing a goal. Strategy is more thoughtful than that.
An email marketing strategy is the overarching plan for your campaign. It should include not only your methods, objectives, and analysis, but also what you’re aiming for, why you’re aiming for it, and how you will measure success.
Tactics are part of any good strategy. These are the methods and techniques you’ll use to achieve your goal. But it’s important to establish the purpose behind your strategy first and then align your tactics.
For example, embedding interactive content in your emails is a tactic. It may be part of an overall marketing strategy, perhaps with a goal of increasing subscriber engagement. The tactic of using interactive content is an element of the strategy, but it’s not the strategy itself.