Goal Setting for Email Marketing

Welcome, Today we will be taking cognizance for the evergreen digital marketing module ‘Email Marketing’.

We will first see the basics of this module.

Basics of Email Marketing

To fully understand how email marketing can be used in your online/offline business, and how it can help with achieving your goals, you need to start with the basics.

What is email marketing?

# Email marketing is a part of digital marketing focused on communicating and establishing the connection with online users through emails.

# Regardless if the goal is promotional or informative, regardless if you send weekly or monthly, the core of email marketing is still communication with the recipient.

# The purpose of this communication is to nurture the relationship with the existing or potential customers, and to encourage an action which is the goal of an email marketing campaign.

@ Our email message should include the following characteristics:

• Relevant to the recipient

• With a relevant, yet engaging subject line.

• Concise and spot on.

• Planned.

• Sent at the right moment.

• In the language the recipient understands.

• Without any grammatical or spelling error.

• Without any broken links.

Process of communication for B2B and B2C

 Suppose you have a message that you want to share; then you have certain different options as follows:

# It can be a promotional message about a sale in your online store.

# It may be the news about your latest e-book.

# It may be announcement for the event you will be hosting.

 @ The idea is to send a message that will encourage the recipient to complete an action, such as purchase an item, fill out a form, etc.

@ Now look at the problems that we must avoid while doing email marketing campaign.

One of the first obstacles every marketer faces is getting emails delivered and read.

It is not an easy task, especially if you have in mind that over 200 emails are sent and received per person each day.

As much as getting the attention through email marketing is lucrative (with huge ROI), it is a very difficult job.

There is a true combat over user’s attention and it has become a real art to get under that spotlight.

This is how email deliver-ability was introduced as the process of analyzing and optimizing the performance of an email marketing campaign.

Gradually, this is how the field of email marketing evolved, to become a whole new segment of online marketing, with its own best practices, strategies, and tools to use.

Email marketing as a part of online marketing

# To get the most out of email marketing, we need to combine this strategy with other techniques of online marketing, including content creation, search engine optimization, social media marketing, etc.

# Email marketing on its own has a little chance of succeeding. The true potential of this marketing is seen when it is integrated into the overall online marketing strategy.

@For example, you have a new blog article (content marketing) and you want to share it with lots of online users to get more traffic to your blog (SEO). You send out a newsletter (email marketing) where you feature a summary of the article, inviting your subscribers to visit your blog to read the full article.

This way you combine all your efforts to get the most out of it and to have the best chances for achieving your goals.

@ after knowing about email marketing let us now look forward for how to use email marketing in a business.

How to start with email marketing?

This is a method for achieving goals, a strategy which utilizes your own resources (a mailing list) to boost your online performance.

@ Let us see some points which we should keep in mind while implementing email marketing.

• Set up goals

# If we desire to reach success, we have to know what that success is.

# Goals we want to achieve will dictate the campaign settings, writing style, target audience etc. They will also dictate the way we measure success.

 Sometimes we might have multiple goals. Either way, start by determining some of them.

 Here are a couple of examples to get some ideas:

# I want to drive new signups for the service.

# I need new leads.

# I want to invite people to an event.

# I would like to encourage people to donate.

# I want to sell my product.

# I want to increase my business’s profit.

These goals are a bit too general and vague isn’t it?

In order to measure success, we should try to make them measurable.

For example, avoid “I want to drive new signups for the service”, but add a measurement “I want to drive 100 new signups for the service”. Or, instead of “I want to sell my product” try “I want to increase sales by 20%”.

Having measurable goals will help you determine if what you have achieved through the campaign is really in accordance with what you had planned.

Not only will this determine whether your campaign was a success or not, it will also help you realize what you need to change to upgrade your performance.

• Determine the pace of sending

Now comes how and when we send emails to increase views.

# One of the first things we will need to establish is the pace.

# The schedule of sending is important to keep our self organized, and it also makes users feel more comfortable, as they know when to expect an email from you.

# You should also analyze the performance of the email campaigns in the past, to determine if there was any particular day or period of the day that showed unusual rates, regardless if that was the surprisingly high or low open rate.

# There are also studies that have been analyzing the performance of email marketing campaigns, in order to find out what would be the best time to send an email.

 # Multiple types of research have come to the conclusion that Tuesday is the best day for sending emails, while morning, 10 am, in particular, was highlighted as the best time.

• Establish a style/template

Let us now consider the characteristics that we must keep in mind while writing a credible and professional e-mail to promote or increase traffic for the business.

     • Consistency

Consistency in styling your emails means that you should choose a style and stick to it.

This refers to both the writing style (formal/informal) and to the visual style (using graphics, logo, adding images, etc.).

As much as the content of the email needs to be fresh, things that work need not be changed.

If you readers are accustomed to the way you write an email, this is what they would expect, so you should not make any drastic changes that would affect your credibility.

    • Accuracy

Speaking of credibility, here is another thing that could help you gain or lose credibility. Your email needs to be accurate. Accuracy refers to both grammatically correct text, and to the accuracy of the actual data.

For example, if you are sharing some statistics or product prices, make sure those are in fact accurate. Otherwise, you are at risk of recipients unsubscribing, or even reporting you as spam.

   • Professionalism

Building credibility and loyal readership is not an easy task, but what will help you along the way is maintaining a professional relationship in your email marketing campaigns.

Professionalism refers to your entire approach, as it combines accuracy, consistency, sending relevant emails and keeping up with the schedule.

After all, you represent your company and you need to think about the kind of image you want to create for your company through this campaign.

    • Usability

Make sure the tool is user-friendly, as you do not want to spend hours studying how to set up and manage a campaign. The interface that allows email campaign management needs to be simplified and most tools use drag-and-drop method for this reason.

    • Features

Determine the features you want and need to have, so that you can focus only on a selection of tools.

For example, you might want to have email automation functionality, as well as social media integration. You might need a simple interface, or you might want an advanced marketing solution.

    • Costs

A lot of tools offer free trial period, which is a great way to test them first.

Most platforms determine their pricing based on the number of contacts you are allowed to have and based on the number of emails you can send per month.

Although you will face a lot of challenges along the way, as with any other strategy, you need to be patient.

You need to be sure you are following the best practices and using the recommended techniques to achieve your goals.

Thank you for reading this entire blog. We appreciate you for being patient as this will surely help you in the upcoming future for taking decisions of your life in every stream. 

For more information or setting up email marketing campaign for your esteemed business go through our Digital Marketing Agency - Digital Rajat

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