Email Marketer’s Guide to the Galaxy: An Intro to Goal Setting
As you know, email marketing is far from dead. In fact, when used properly email marketing is a great addition to any marketing strategy. The key words in that sentence are “used properly”. Just like any other marketing strategy, it’s important your email marketing strategy provides value to your customers. Without this, your emails are likely to fall flat or be registered as spam by your audience. To make sure that doesn’t happen, here's a quick guide on how to set goals for email marketing.
1. Every good strategy starts with understanding S.M.A.R.T. goal setting
The SMART (specific, measurable, achievable, realistic, and timely) goal setting method, helps set you and your organization on the right path, by giving you a clear sense of direction, helping you organize, and giving you an easy way to track your success rate while working towards your goals.
2. Create a mission statement for your email program
A mission statement is a summary of the aims and values of a company, individual, or - in this case - email marketing strategy. It’s important your program has a clear purpose and provides value to your recipients. Your message should not be about you or your company, but about your readers and meeting their needs.
3. Track SMART objectives
SMART objectives are not SMART goals. Goals are your desired result; objectives are the specific measurable actions that must be taken to achieve that goal. Objectives are all about understanding how to measure the results of your efforts. Google and other platforms can track email metrics and help you better understand how recipients are interacting with your content.
4. Develop a Comprehensive Contact Plan
Targeting, segmentation and frequency are incredibly important when creating an email marketing strategy. Spray-and-pray email campaigns are a lot less effective and often result in emails being deleted or ignored. Marketers who segment their databases saw a 760% increase in email revenue. Mapping out a clear plan of action makes it easier to meet customer needs and assess the value different strategies bring to consumers (as well as the company).
5. Include a Clear Call to Action to Track Success
The content in your email needs to lead to something. That can range from valuable information or insights about the company, new services being offered, a deal or sale and anything in between. If you don’t have a CTA directing your readers to the behavior you want them to take, you will find it very difficult to report on any measurable results.
Email marketing is a valuable tool to have in your marketing strategy. When done properly it creates significant value for both you and your customers. If you have any questions about how to get started planning your email marketing strategy, shoot us a line. One of our talented marketing professionals will be in touch to help you out!