Establish and Achieve your Email Marketing Goals

February 18th, 2010 | By Adam Holden-Bache | No Comments

Quick: what is the main goal of your email marketing program? Did an answer pop into your head immediately? Even after considering it, do you have a definite answer?

For many marketers, an “email marketing routine” is in full effect. We’ve lost sight of the big picture and have established a pattern of delivering emails that may or may not result in achieving business goals.

If you feel like you’re in this rut, take a step back and see if your campaigns get you the results you need. If not, you may need to re-examine your communications, content and delivery schedule and make some tweaks to help you meet your objectives. Some tips:

Establish your goals. Predetermine the goals of your campaign, and then craft your message to meet those goals. When writing that message, keep these things in mind:

• Create a clear call to action. Tell the user what they should do next to achieve the desired result.
• Keep your copy brief and on point. If your email message contains any unnecessary content, delete it.
• Make sure your call to action is at the top of the email. Test to be certain it displays in the preview pane.
• Make sure your call to action item is actionable even with images turned off.

Be prepared. Make sure you have everything set up ahead of time to track success metrics and keep responders moving towards a conversion.

• Set up conversion tracking from your email to your web site.
• Set up necessary web pages and forms (landing pages, microsites, opt-in forms).
• Make sure you understand your web analytics and how that can help you measure response.
• Get assistance from anyone who will communicate with those responding to your message, and make sure they know how to manage the response properly.
• If you plan on doing any testing, set up the proper dynamic fields or test messages.

Measure your success. Post campaign, make sure you review your results.

• Understand how many conversions, leads, opt-ins, visits, etc you achieved from your marketing campaign.
• Understand the value of each of these success points and use that to determine ROI.
• Learn where interested people dropped off (after click, after landing page, etc).
• Use this information to tweak your next campaign to improve metrics and increase conversions/ROI.

Working towards a goal will help keep you focused. And with proper planning and analysis, your goals move within reach.

Do you have any other tips or tactics that help you achieve your email marketing goals? Leave us a comment and let us know what works for you.

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