How to Define Your Email Marketing Goals ?

Email Marketing Goals can be easy or terribly hard to define. It depends on what you want to accomplish for your particular business.

However, we’re going to give you a roundup of Email Marketing Goals and definitions to make it easier for you.

We must divide these definitions into different business-oriented goals as well.

Email Marketing Goals as a Channel

Email Marketing can be your best channel under your digital marketing strategy. No doubt about it.

However, to have a stone-cold idea about all of what you can accomplish with Email Marketing, it’s best to split it into main categories.

Notoriety or Branding

It’s one of those invaluable tools to make your brand shine to a targeted audience. A direct channel to their inboxes where you can share your brand’s values, services/products and market differentiators.

Imagine having a direct line without gatekeepers to your customer’s eyes. Then you can share company updates, new product developments, etc.

It’s also a great way to keep your brand in your audience’s minds. To be on top-of-mind is key to when they decide to go-to-market.

If you create a drip-message strategy, you can nurture your audience with your fundamental values while it’s not overwhelming for them to digest as one of the Email Marketing goals.

Loyalty as one of the Email Marketing Goals

Like any other direct channel, you can personalise your particular loyalty strategies to achieve the best customer retention.

From contests to exclusive promos and benefits, you can engage with your customer audience in a way that will make them stay. Not only that, you can make them your brand advocates.

Within this strategy, you must focus on what you’re providing to these individuals that it’s better than to the general audience.

If you offer the same thing to everyone, they won’t feel special. Email Marketing, as a personalised and direct channel, is paramount to create a sense of exclusivity and community.

New Customers and Lead Acquisition

Are you the only one that hasn’t received an email marketing pitch to do some action to get a benefit? If so, our applause for that accomplishment. 👏👏

One of the clear Email Marketing Goals is to provide an excellent conversion channel. This means that you can leverage a member-get-member approach or even try to promote your word of mouth effect.

However, you can use this channel to find Email Marketing partners who have your targeted audience. You can pitch them a promo email and collect the new leads into a form or even to your regular newsletter. Please, avoid buying external lists to do so. You can pay them to send to their lists, though.

This example of AppSumo is really cool since they have an extensive email list and they use it to promote other their partners’ exclusive deals. Find your niche partners like these and use it to get more potential customers to your brand.

Engaging Your Audience

Email Marketing is one of those channels that allows you to engage with your audience in ways that others may find it difficult. You can personalise your message not only with personal information like the name and other information collected upon the subscription. For instance, you can customise it with data that you tracked on your product or service from them.

In this Pinterest example, you can see how they use the data they have on you to make you take action and come back.

It’s under your Email Marketing Goals to have your audience engaging with your messages and making them take some sort of action. It depends on your objective at the time: return to the site, cart abandonment, branding, subscribe to something… whatever the goals, you can get it through.

Increase Sales as one of your Email Marketing Goals

If Email Marketing is one of the best digital conversion channels, one of the things that makes it the best is to increase sales. It’s a direct marketing channel like in the traditional sense.

If you have a proper segmented database where you can see in which stage the subscriber is in the buying process, you can use it to activate the sale.

It’s one of the best channels to communicate an immediate sale discount or limited time advantage. Imagine the Black Friday sale rampage or the Black Week. Email is vital to reach the most considerable amount of people under your audience with a special promo.

Don’t forget that Email is also a great tool to do Upsells and Cross-sells. Since they’re already on your list, see what fits them to give them what they want under your line of products or services.

You can define as one of your Email Marketing Goals to sell 2% more in a certain period of the year. You have the tools for it. 💪 🤑

Surveys and Market Research

Can you imagine a better way to know if you’re delivering what the market requires? As one of your Email Marketing Goals, you can use part of your messages to do specific surveys and see what sticks with them or not. If what you think about your service or product is getting the right feedback from your customers or not.

However, surveys and asking them to take some sort of action is not the only way for you to have answers. One possible tactic can be to monitor your previous emails sent and check that makes them click or not.

Imagine that you have two different approaches to a product that you’re going to launch. You can send an A/B test to a split audience and see which has better performance. That may define what you should also apply to the other channels or even offline.

One of our customers even defined what claim they should use in a product launch for the entire online/offline marketing strategy after doing an A/B testing with their email database.

Other not so Obvious Email Marketing Goals

We usually see these Email Marketing Goals associated just to Mass emailing. However, Marketing is used in single email messages as well. Mainly when triggered by automatic strategies. Here are only a few that pops to mind.

Appointment Reminders

How many times did we go to a meeting or conference call and someone just forgot about it? A simple way to alert everyone involved is by a simple email reminder.

But we can also use that email reminder as another opportunity to send a simple text snippet or CTA. It can be your best content or information related to what you’re going to talk about.

Tracking Purchases Information

Have you ever purchased an item online? The thing that most frustration will arise is not knowing where your package is at some point. Having a tracking link information for you to follow your order is one of those things that you can welcome.

The thing is: you can add subtle marketing content to those messages as well. If they’re happy with your service, they might purchase from you again. Check this out of your Email Marketing Goals.

Reviews

Have you thought about asking your customers to do a review of your product or service? One of your Email Marketing Goals should be to use this channel to engage with your audience and just ask them. If they do a review, you can use that leverage to use them as referrals of your solutions.

Anyone will be more interested in buying from you if they see social proof that you’re delivering what they’re asking for. Also, every people that do a review, their friends and associates will be more willing to buy since it’s from someone they know.

You can see an example from that same OnePlus email above.

Corporate Information and Statements

What a better way to share important information than by an email? When you need to declare privacy policy or terms and conditions changes statements, for example. Or you need to make a company’s statement about a product recall or official announcement about a subject. Email is your best channel to reach out with the necessary information and links to make it work.

Product Launches

Do you imagine a better way to let your audience know that you’re launching a new product? Whenever Apple is launching a new iPhone, their email list is one of the first channels to be activated.

It will activate all the interest and generate the necessary traction to your launch page.

Invites

You usually create events to showcase your products or services, right? Well, email invites to an audience is a great way to get them to show up. Not only that, but it’s also a great excuse to make them take action on what interest you the most.

Since you’re tracking everything, you can follow up afterwards according to their activity. Gentle reminders of the date, other useful information, etc. It’s one of the most powerful Email Marketing Goals that you can think of to take advantage of.

Customer Service

Do you love to go through an automated answering machine that filters your phone support calls? “For technical support, please press 2, for commercial purposes, please press 3…”

Customer Service is also one of the most significant Email Marketing Goals. It’s a way to let your customers describe their question in full and without that pressure to answer immediately. However, please don’t overdo it as well.

What are your Email Marketing Goals?

These are just a few of those general Email Marketing Goals. Each business has its own.

In our case, for instance, as an Email Marketing company, we use it a lot. Our main Email Marketing Goals however reside in providing a good source of education in this subject and to give a clear direct channel to reach out our team.

That’s why we invite you to subscribe to our Free Email Marketing Course.

And if you want to exchange ideas or ask direct questions to our team, we’re also available at [email protected] or using our own contact form.

Either way, we’re always available for you.

Tell us, please. What are your Email Marketing Goals for your business?