Exploring Your Email Marketing Goals, Part II
A few months ago, we asked you to think about how email marketing can help your business.
Some of you may have breezed through that worksheet; you have a good grasp on what you’re doing and what you want to accomplish (if not, go start with that one now). You’re at the point in your campaign where you have one burning question: what next?
Print out this new worksheet and follow along as we help you set new goals.
Reflecting on Those Business Goals
First, look at what you have learned from email marketing so far.
1. How has email marketing helped your business as a whole so far?
Think about how your emails have influenced your business growth and success to this point. Consider what has caused positive changes and what still needs to be worked on.
Take your time thinking about this, as it will help shape your answers for the next 8 questions.
2. What have you learned about your target audience?
At this point, you may have found a certain age range, gender, or location is most common on your list. When you know more about your audience, you’ll know what information will be most relevant to them.
3. What obstacles have you had?
You’ve probably hit a stumbling block or two with your email marketing campaign. Take what you learn from handling past roadblocks, and use that knowledge for tackling the new ones that come up.
Think of What Can Be Improved
Drawing from what you learned, think of what needs to be done next.
4. What stats would you like to see change?
There is always room for improvement, so think of at least one way you can improve each of the following:
- Subscriber growth rate
- Number of links clicked
- Number of opens
Take a look at your stats to see where you stand!
5. Where do you have room to be more flexible?
Your email campaign shouldn’t stay the same forever, but some areas may be easier to change than others. You might find it easy to add a few more follow up messages, but not as easy to start sending broadcasts more frequently. Figure out what areas have room to expand or change.
If you’re subscribers are also following you on social media, you can also post questions on those platforms.
6. Are you delivering the most effective messages possible?
The place to go to find the answer to this is your subscriber feedback. You can survey subscribers to find out what they think about your emails and also look at the unsubscribe comments people leave.
7. Should you change the direction of your content?
You can use subscriber feedback for this too, or do your own analysis on what you’re offering to find areas that could use more information. Take a look at what the competition is offering as well. Remember, the more valuable content you provide, the more subscribers will be reading your emails.
Use Analytics to Optimize
The best way to figure out what’s working and what’s not is to look at what your stats tell you. Note that you won’t start getting accurate stats until you’ve had your campaign running for awhile.
8. What split tests can you set up?
9. What groups can you segment?
You can segment subscribers based on their behavior or from feedback they have provided. If you segment subscribers that like a particular product, they’ll get a message more personal and relevant to them.
Adjusting your emails to help meet your goals can increase the value of your email marketing campaign. You see more engaged subscribers staying on your list, bringing in a greater return on investment.
Add This In Your Calendar
Put a note on your calendar to remind yourself to come back to these questions as well (download here, if you haven’t already). You can revisit this in 6 months, 1 year, 3 years or as often as you’d like. This will allow you to monitor the progress you’ve made and determine what your next goals will be!Print This Post
Become a Better Email MarketerSubscribe to This Blog by Email
Leave a Comment