<< Email Marketing Pre-Flight Checklist
Have Goals been Clearly Defined?
Before marketers should even begin to write an email, they need to decide what they would like to accomplish with the campaign. Do they want to introduce a new product and drive customers to an Ecommerce site? Are they announcing a new feature and want subscribers to sign up for a product demo? Or do they want to increase brand awareness by sending out monthly newsletters to keep recipients informed on corporate news? Email marketing will accomplish all of these goals and more; however, each marketer must decide in advance what specific responses and goals they wish to achieve with each email campaign.
Email marketing goals should fit into an organization’s overall business objectives. However, the goals must also align with previous performance rates from past email campaigns in order to remain reasonable and achievable. For example, if a previous email announcing the availability of a new product garnered a result of two percent of recipients purchasing the product, it is not logical to expect a similar email campaign to achieve a five percent conversion rate. Marketers should set incremental goals for each campaign and they should use targeted messaging to achieve these goals.
