The email marketers periodic table of elements
Learn all about email marketing by taking a closer look at all the elements involved in the email marketing journey.
You’ve started running frequent email campaigns and have set up an email marketing calendar to keep yourself on track, but have you set any email marketing goals? If the answer is no, you’re not alone. Statista reported in 2018 that 28% of marketing professionals admitted to not focus on any metrics that they could track. It may be comforting to know that you aren’t alone, but we’re in the business of helping you grow. To ensure you are getting the best out of the investment you are making into email marketing, we recommend setting up clear goals for this channel.
It’s important to first understand that metrics don’t equal goals. Goals are what you set out to achieve from your activities, whereas metrics represent data that is used to measure your goals’ performance against. That leads us to the question, what is it that you are trying to achieve by sending emails to your subscribers?
Most people would simply answer: “I want to increase my bottom line,” but depending on the industry you’re in and how dedicated you are to getting the most out of your email marketing channel, you might want to broaden the scope of goals you set out to achieve.
Let’s look at common examples of goals that you could strive to achieve:
Email marketing can assist you in achieving all the above-mentioned goals.
Have you ever heard of S.M.A.R.T goals? S.M.A.R.T is a mnemonic acronym that was developed to help you reach your goals and define them better. It stands for the following:
When you are setting up your goals you should make them S.M.A.R.T. Let’s look at a practical example.
Say you would like to set a goal for your email marketing to help you reach a wider audience , your S.M.A.R.T goal could be:
Business XYZ aims to acquire 50 new subscribers on their email list for news in X Month through our subscription form on our home page by promoting our newsletter on our social media channels.
The above example is a great well thought out goal as it is:
Let’s look at another example where you would like to get more feedback from your customers to improve your product offer.
Business XYZ aims to receive feedback from 30% of their subscriber list regarding their thoughts about how to improve their product offer through an email survey by XX date (when the survey is closed)
Now that you know how to set up your goals, we encourage you to start looking at what you are aiming to achieve and create goals for the next three months. This way you have a clear path of what you are wanting to achieve.
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