If you are just starting out with email marketing, here are 4 goals to set for your email marketing campaign.
Whatever time of the year you find yourself, you need to start setting some goals for your email marketing campaigns right away.
In fact, ensure that email marketing is on your to-do list for this year.
The key for you to start is setting measurable and attainable goals, and once you can figure out clear objectives and targets you need to aim for; it will be easier for you to be motivated to execute a game plan that will help you grow your brand or business to the level you desire for it.
To help you get started, below are 4 goals to set for your email marketing campaign.
What are some goals for email marketing?
The 4 goals for the email marketing campaign you have to start setting today are:
- Get more subscribers to your mailing list.
- Improve your open rates.
- Increase your email click-through rates.
- Turn your subscribers into loyal customers.
1. Get more subscribers to your mailing list.
Your subscribers should be your most valuable asset as an email marketer. That means that you need to build and maintain a list of devoted and dedicated people who will always check, open and read your emails.
Your email subscribers are people who freely follow a subscription form to sign up for receiving updates from you via email.
Some of them can be your first-time visitors who find the articles or content on your blog interesting and for that reason wish to get more of those.
And others can be your regular customers who want to learn more about your brand or business or get answers to the problems they are currently facing.
To maintain an engaged audience for your business, you need to have a healthy list of contacts. But while trying to do so here are a few things you ought to keep in mind.
Make your email subscription very easy for your visitors.
To do this, you need to understand where your visitors interact the most on your blog or website; and embed your sign-up form to collect new contacts.
A simple way of doing this is studying which of your contents or posts are bringing most of the organic traffic to your blog and putting your subscription forms there.
You can also optimize other places you can place the sign-up form; for instance, using a pop-up or slide-in form can increase the visibility of your form and encourage more people to subscribe to your mailing list.
Give valuable reasons why people should subscribe to your mailing list.
Most people are very mindful of how they give out their personal information, and for that reason, you need to provide a compelling reason for their giving you their email address.
Therefore, try and explain to them exactly what they will be getting from your emails and how frequently they are going to get them.
If you have the space, add some positive feedback you get from other subscribers as well as display the number of people who are already subscribed as this can give them the confidence to also join.
But make sure you don’t send them something they did not expect as this might make them mark your emails as spam or worst still unsubscribe from your mailing list.
2. Improve your open rates.
Open rates are a key measurement that will help you to determine how effective your email marketing campaign is.
It shows the number of people your subject line intrigued to the point of opening and reading your email.
If you have a high opening rate it means that a good percentage of your subscribers who are receiving your emails are engaging with them.
The more people opening your emails means more opportunities are also opening up for your to turn them into loyal customers.
But before you can improve your opening rates, you need to stand out in the overcrowded inboxes of potential customers.
Below are some things to keep in mind while trying to improve your opening rates.
Be mindful of your subject line.
When composing your email always be mindful of your subject line; because it can make or break the overall performance of your email campaign; especially when considering how many users are receiving emails up to a hundred per day.
To make your subject line interesting and captivating make sure you keep it simple and short.
Also, use direct and actionable sentences.
If you are able to craft a compelling and persuasive subject line; then you will be able to capture your reader’s attention and entice them to open your email.
But don’t limit yourself to one method, make sure you adopt different tactics that will help you motivate your readers into the opening and above all read your emails.
Phrases like “hurry”, “last chance” “limited offer” etc are effective ways of creating a sense of urgency that will move your subscribers to check out what’s in the offer.
You can use a countdown plugin to show how many days are remaining for the offer to expire on the landing campaign page.
In order to build an email marketing audience who will always look forward to your emails; make sure you get permission from your contacts before adding them to your mailing list, and also promise them something valuable.
Also, using the confirmed option will allow you to filter out potential subscribers who signed up to your mailing list by accident; or who are really not interested in your emails.
But most importantly, it will give people the opportunity to validate the fact that they really want to receive your emails.
Never forget that the more engaging audience you have on your mailing list; the better your open and click-through rates will be.
4. Increase your email click-through rates.
It doesn’t end with people opening and reading your emails; your click-through rate is the most important factor.
Click-through rates will enable you to measure the number of subscribers who followed the links in your emails, and this is one of the most effective ways to quantify the audience who is engaging with your emails.
Increasing your click-through rates will really help you to build relationships with your website visitors, subscribers, as well as longtime customers, and in the end, create more opportunities for you to grow your business business.
So make sure your click-through rates are included in your email marketing goals.
Below are a few things to keep in mind when trying to increase your email’s click-through rate.
Always ensure the information you send out is relevant and important.
Because each time a subscriber reads your email, he will always try to find out what’s in it for him.
So always make sure that you are able to clearly identify and point out what your subscriber will earn from following the link to check out your campaign.
Don’t forget you need to have an exclusive offer that will move your subscribers to engage.
Another method of increasing your engagement is to segment them into like-minded groups; and send relevant, targeted messages which are tailored to the specific needs and interests of your subscribers.
If you craft your email for a broader audience; make sure you consider grouping your subscribers and sending them targeted content that will catch their attention.
Being able to do so can help to increase and improve your relationships with them.
Ensure your call to action is very clear.
Every email you send to your subscribers must include a single call-to-action (CTA) that visually pops and stands out.
Even if it’s to download an ebook, read a blog post or schedule a free consultation.
Make sure each CTA offers something valuable to your subscribers as well as stands out from the rest of your email.
Experiment with where you place them; the words and design you use and study what kind of CTA creates a higher click-through rate.
4. Turn your subscribers into loyal customers.
One advantage of email marketing is that it helps to engage old and new customers; even long after the sale is made.
Customer retention is very crucial to the success of any business. And emails have the unique tendency of helping you to build relationships with past customers and prompt them to purchase from you again in the near future.
Below are some tricks that will help you to boost engagement among your existing customers.
Send exclusive content and targeted offers.
While it is very important to nurture leads before one makes a purchase, it is also critical to maintaining a good relationship with your subscribers after now that they’ve become customers.
And this kind of relationship is often based on trust, appreciation, and authenticity.
And one of the best ways to do this is to offer exclusive sales and discounts, free courses, ebooks, and content based on interest.
Segmenting your customers this way can really help you to send targeted content to those who want it most.
Not only with this encourage your customers to purchase from you again, but it will also demonstrate how interested their relationship with your business is.
Consider retargeting past emails that had more engagements with a related item or product; because if they clicked a link and purchased or engaged with a specific product and service, they are likely going to be interested in a related product or service.
Feature user-generated content and customer testimonials.
Highlighting your customers by sharing feedback about the experiences they had with your brand or business can go a long way to showing them how you value their support.
This will also compel other potential customers to follow suit and share their experiences; in the hope of being recognized or identified with your business.