What is the purpose of your marketing?
While this question may seem to have an obvious answer, have you ever really sat down and created simple goals to guide your marketing efforts?
Setting Overall Goals
Having clarity and purpose in marketing will increase your chances of goal completion and have the overall effect of improving your email marketing efforts.
Some examples of clearly defined goals of your overall marketing efforts are:
- to increase sales from potential customers
- to increase repeat sales from existing customers
- to stimulate awareness of the product in the small business community
Your goals are the building blocks of your marketing strategy and should be the very first part of that strategy. If you do not have overall marketing goals for your business, then how will you be able to formulate an email marketing strategy?
Do this: Sit down now and think of the goals you want to accomplish through marketing and make your vision of what you want to accomplish crystal clear. After all, how will you know you’ve arrived at your destination unless you know what the destination is?
Setting Specific Goals and Having a Call To Action
After developing overall goals for your marketing in general, now try setting a goal for each and every email marketing campaign you send.
For example, if you’re sending an email campaign to advertise a new product to current customers, go ahead and set a goal like: “From this email, I want 200 customers of my 10,000 current customers to purchase this new product.”
Notice this goal is a little beyond what we may expect from an email campaign. Statistically 1-2% of your email campaign will generate a sale.
Now, think, how will I reach that goal? By setting the goal a little ahead of the expected, you’ll be forced to stretch yourself and your imagination.
Thinking in this way will guide your process of creating marketing emails and ensure they deliver the results you want. Setting goals for each email campaign will also ensure that the campaign will support your overall goals and business mission.
The tantamount question is: What specific action do you want your recipient to take as a result of your marketing effort?
Some examples of specific actions you want your recipient to take are: 1) send for information 2) call you 3) visit your webiste 4) place an order 5) learn more about your product.
The point is, do not ask your recipients to do something, give them additional options, or depend on chance that the recipient will know what to do with your marketing email. Tell them to do something.
For new subscribers, your goal may be oriented towards familiarizing the subscriber with your brand or proving yourself as a trusted source of information in your field. Even still, providing a concise call to action at the end of your marketing email will ensure that you will be able to meet the goal of the campaign.
If your emails do not have a specific goal in mind, if they do not provide a call to action, if they do not cause the customer to do something…then really, what’s the point?