An email marketing strategy requires planning. More than 361 billion emails are sent daily, with 4.59 billion users. By spending adequate time and resources on your email marketing strategy, you can meet your goals. Email marketing goals help in providing a clear direction and focus to your email campaign. They help in defining its purpose and a way to measure its success. With clear goals, it becomes easier to determine its success and make necessary adjustments.
By defining specific metrics and objectives, businesses can measure their success and track the progress of the campaign. Whatever your goal is, such as to boost sales, engagement, enhance customer loyalty, etc, email marketing can help you.
In this article, we’ll learn why you should set email marketing goals, how you should set them, and some of the email marketing goals for your email campaigns.
Why you should set email marketing goals
Just assume you have launched an email marketing campaign to promote your business. In such a scenario, your email marketing goal will be lead generation. To achieve more accuracy and clarity, you must specify how many leads you want to generate and how many to nurture. Let us assume you want to achieve 50 leads in one month. This makes your goal specific and measurable.
You must specify your email marketing goals before running the campaign. This is because it helps in guiding your resources and effort in the right direction and measures the performance of the campaign. To create more effective email marketing campaigns, you must create specific, measurable, achievable, relevant, and time-bound (S.M.A.R.T.) goals. It also helps in tracking the success of your campaign.
Setting effective and measurable goals helps in making data-driven decisions and allocating your resources effectively.
Setting goals keeps you accountable and encouraged, it also gives a sense of purpose and guides your efforts directed to the success of your campaign.
How you should set email marketing goals
The S.M.A.R.T. approach is the most commonly used method for setting email marketing goals. Let us understand the criteria for its better implementation.
- Specific: Your goals should be clear and well-defined so that you know what you are trying to achieve. If your objective doesn’t add value to your campaign, don’t include it.
- Measurable: Your goals should be quantifiable. That means you should be able to monitor the changing metrics. It helps in tracking your progress and determining how effectively you can achieve it.
- Achievable: Your goals should be attainable and realistic. If your goals are too difficult, you might feel discouraged and halt the progress of your campaign. Also, if your goals are so easy to accomplish, you may lose interest; hence, your goals should be balanced.
- Relevant: Hour goals should be aligned with your business objectives and the needs of the target audience. To do so, you must know the focus of the brand and how it will provide value to the target audience. Being relevant ensures your marketing efforts are effective and focused.
- Timely: Email marketing goals should have a specific timeline so that you stay on track and work towards achieving your goals. If you don’t have a schedule, then your campaign might look messy, and attaining goals would be difficult.
It is assumed that S.M.A.R.T. goals enhance email open rate by 10% within six months.
Email marketing goals for your email marketing campaign
Email marketing is an effective way to reach a large set of audience. It is a cost-effective and personalized method to target the audience. Let us look at some of the email marketing goals.
- Lead Nurturing: Businesses use targeted and personalized communication to educate and build connections with target customers. Which in turn turns them into customers. Lead nurturing helps in achieving multiple email marketing goals such as enhancing brand awareness and recognition, making a relationship with relevant customers, building trust and credibility, enhancing conversion rate, and providing valuable information to users.
- Brand Awareness: It refers to the familiarity and recognition that customers have with a brand. A high brand awareness rate helps in improving open rate, boosting customer loyalty, enhancing ctr, and conversion rate.
- ROI: Return on Investment helps in measuring the profitability of email campaigns. It is calculated by dividing the total revenue generated by the campaign by the total cost of the campaign. It includes the cost of creating and sending the emails. To make your email campaign more effective, you must use segmentation to target specific audiences, optimize the subject line, use A/B testing, make your emails responsive, and invest in email automation.
- Upselling and Cross-selling: Upselling is promoting additional products and services to existing customers through email. It includes highlighting the benefits of upgrading. Its goal is to increase the value of each customer’s purchase and generate additional revenue. Cross-selling, on the other hand, is promoting or selling related or complementary goods and services to existing customers through email marketing. It is used to enhance customer satisfaction and loyalty.
- Customer Engagement: It refers to the level of interaction and involvement a customer has with a company’s communication. It includes opening and reading emails, clicking on links within emails, and responding to email CTAs. A high level of engagement rate indicates that customers are interested and engaged with the company’s communication. It also helps in enhancing conversion rate, better targeting, enhancing customer loyalty, increasing brand awareness, and improving sender reputation.
- Reduce cart Abandonment: It refers to customers who add items to their online shopping cart but never complete the purchase. To reduce cart abandonment, provide clear and detailed product information in emails, offer time-limited offers, and include actionable Call-to-Actions. Improve checkout process, include customer service contact information, send follow-ups, and implement cart saver or abandonment cart recovery system.
Setting clear and actionable email marketing goals is valuable for your business. By aligning business objectives with email marketing goals, you can ensure success for your business. However, whenever setting a goal, remember your goals are S.M.A.R.T. And when you talk about being S.M.A.R.T., you can create and achieve your goals with Lumia 360d. We provide digital solutions to small and medium businesses. Our team is professional and understands the unique needs of our clients. To know more about services, email us at info@lumia360.com or call us at 514-668-5599.
