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How to establish your goals with email marketing

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Establishing clear and measurable goals is a crucial step in creating an effective email marketing strategy. Here’s a step-by-step guide on how to establish your goals with email marketing:

  1. Understand Your Business Objectives:
    • Start by aligning your email marketing goals with your overall business objectives. What do you want to achieve with your email campaigns, and how does it support your business’s growth and success?
  2. Define Specific Goals:
    • Your goals should be specific and well-defined. Instead of a vague goal like “increase sales,” set a specific goal like “increase online sales by 20% over the next quarter.”
  3. Make Them Measurable:
    • Establish key performance indicators (KPIs) that allow you to measure the success of your goals. For example, if your goal is to grow your email list, you can set a measurable KPI like “add 1,000 new subscribers in the next six months.”
  4. Set Realistic Expectations:
    • Your goals should be achievable based on your resources, industry benchmarks, and historical email marketing performance. Setting unattainable goals can be discouraging.
  5. Relevance to Your Audience:
    • Ensure that your goals are relevant to your target audience. Consider what matters to your subscribers and how your emails can provide value to them.
  6. Time-Bound Goals:
    • Assign a timeframe to your goals. This makes them time-bound and helps you prioritize and plan your email campaigns accordingly. For instance, “Increase website traffic by 15% within three months.”
  7. Segment Your Goals:
    • Depending on your audience segments and the various stages of your customer’s journey, you may have different goals for different email campaigns. Segmenting your goals allows for more precise targeting.
  8. Consider Different Types of Goals:
    • Some common types of email marketing goals include increasing sales, boosting website traffic, growing your email list, improving engagement (open and click-through rates), reducing unsubscribes, enhancing brand awareness, and nurturing leads through the sales funnel.
  9. Track and Analyse Progress:
    • Utilise email marketing software to track and analyse your email campaign performance. Monitor KPIs, track progress, and adjust your strategies as needed.
  10. Iterate and Improve:
    • Regularly review your goals and assess your email marketing efforts. Use the data and insights you gather to iterate and improve your strategies. Adjust goals if necessary to reflect changing business priorities.
  11. Maintain Consistency:
    • Consistency is key to achieving your email marketing goals. Develop a consistent email schedule, messaging, and branding to build trust and recognition with your audience.
  12. Comply with Regulations:
    • Ensure that your email marketing practices are compliant with relevant regulations, such as the CAN-SPAM Act in the United States or GDPR in Europe.
  13. Seek Feedback:
    • Encourage subscribers to provide feedback on your emails, and use their input to refine your email content and campaigns.

Establishing and achieving email marketing goals is an ongoing process. It’s essential to adapt to changing circumstances and stay in tune with your audience’s needs and preferences. Regularly reviewing and updating your goals can help you maintain a successful email marketing strategy that aligns with your business objectives.

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