Email Marketing Metrics: How to Set Realistic Goals
Setting accurate goals prior to deploying an email campaign will streamline your costs and increase your return on investment. Email marketing goals should fit into your overall business objectives, and they must align with previous performance rates and benchmarks in order to remain reasonable and achievable.
The goals of your campaign should be incremental to the results from your previous campaign, taking into account your list growth, conversion rate, and return. These goals should be used to determine the necessary logistics and to put everything in place to manage the responses. This includes scheduling the appropriate staff members to be available during the campaign launch, having the correct amount of inventory on hand to accommodate the expected response rates, ensuring websites and landing pages are updated and servers can handle the high increase in traffic the day of the launch, etc. Having these items in place will ensure that your email campaign is a success.
If you do not achieve your goals with a particular campaign, you must analyze the results to find out what went wrong. If your click-through rate was up but your conversion rate was down, you can pinpoint the problem to the landing page. After all, subscribers were interested enough to click-through your email to learn more, however, the landing page was not engaging enough to convert the subscriber. This information will help you build even greater, more relevant campaigns in the future. To learn more, contact one of Listrak's experts.
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