Ah email marketing.
It’s a powerful tool a bit like a well-worn trusty hammer in the toolbox of any business owner.
But just like a hammer it needs the right direction and a clear target to be truly effective.
That’s where setting the right goals and objectives comes in my dear friend.
Think of it like this: you wouldn’t go on a road trip without knowing where you’re headed would you? Email marketing is the same.
You need a destination a purpose and a roadmap to get there.
Want to learn the art of writing copy that converts? 🤯 Check out Jim Edwards’ “Copywriting Secrets” book – It’s a game changer!
Picking the Right Email Marketing Goals & Objectives
Want to learn the art of writing copy that converts? 🤯 Check out Jim Edwards’ “Copywriting Secrets” book – It’s a game changer!
Now before we dive into the nitty-gritty let’s talk about the overarching goal of email marketing. It’s simple really: to turn potential customers into paying customers and then if all goes well turn those paying customers into repeat customers. It’s about building relationships fostering trust and creating a loyal customer base.
But just saying “I want more customers” is about as helpful as saying “I want to go on a trip.” You need specifics.
You need objectives like milestones on your journey.
Here are a few key objectives you can focus on:
1. Email Deliverability: Reaching the Inbox
Picture this: you’ve poured your heart and soul into crafting a compelling email only to have it end up in the dreaded spam folder.
Heartbreaking isn’t it? That’s why email deliverability is crucial.
Think of it as getting your foot in the door.
It’s no use having the best sales pitch if the prospect never even opens the door.
Deliverability rate is the percentage of emails that successfully reach the recipient’s inbox. It’s like the postman successfully delivering your letter. A high deliverability rate means your emails are reaching their intended audience.
Here are a couple of factors that influence deliverability:
- Reputation: Like a good credit score having a solid reputation is key. Email service providers (ESPs) like Gmail or Outlook constantly assess your sending reputation based on how recipients interact with your emails. Are people clicking on your links? Are they marking your emails as spam?
- Email Infrastructure: Think of it as the postal service itself. Are you using reputable servers to send your emails? Is your email list clean free of invalid or inactive addresses?
But deliverability is just the first step.
You’ve got to get your emails noticed.
2. Inbox Placement: The Art of Making an Impression
Even with great deliverability your email can still be lost in the sea of digital mail.
You need to be noticed to stand out.
It’s like having the most beautiful invitation but it’s lost in a pile of other invitations on the recipient’s desk.
Inbox placement is all about getting your email into the primary inbox not the promotions tab or spam folder.
Engagement is your best friend here.
Encouraging recipients to interact with your emails to click on links or to reply shows the ESP that your emails are welcome and valuable.
It’s like a stamp of approval saying “This sender is legit!”
Here are a few ways to encourage engagement:
- Welcome Email Engagement: Encourage recipients to reply to your welcome email with a simple message like “Hi!” This signals to the ESP that the recipient is expecting your emails.
- Personalization: Use the recipient’s name and address them in a friendly conversational tone. It’s like remembering their name and asking them about their day.
- Compelling Content: Provide valuable information relevant tips or exclusive offers. It’s like giving them a little gift that shows you care about their needs.
3. Open Rate: Catching the Eye
Think of your email subject line as the headline of your email.
It’s the first thing the recipient sees and it needs to be compelling enough to make them want to open it.
The open rate is the percentage of recipients who open your email. A high open rate means your subject line is grabbing attention.
Here’s how to craft a compelling subject line:
- Curiosity: Make them curious. Ask a question tease a secret or offer something unexpected.
- Urgency: Create a sense of urgency. Use words like “limited time” or “don’t miss out!”
- Specificity: Be clear about what the email is about. Use action verbs and highlight the benefits.
But remember the open rate is just the first hurdle.
The content inside needs to be just as engaging.
4. Click-Through Rate: Turning Readers into Clickers
Now you’ve got them to open the email.
The next step is to get them to click on a link to take action.
The click-through rate (CTR) is the percentage of recipients who click on a link within your email. It shows how effectively you’re guiding your audience to take the next step.
Here are a few tips for increasing CTR:
- Clear Calls to Action (CTAs): Make it obvious what you want them to do. Use strong action verbs and a compelling CTA button.
- Strategic Placement: Place your CTA prominently above the fold and easy to see.
- Relevant Content: Make sure your content is relevant to the link you’re promoting. Don’t just throw in a random link for the sake of it.
5. Sales: The Ultimate Goal
At the end of the day the true measure of success in email marketing is sales.
Did you get people to buy your product or service? Did you achieve your revenue goals?
Remember email marketing is often just one part of a larger sales funnel.
It’s important to consider how your email campaigns fit into the overall picture.
For example if your website traffic is low-quality even the best email campaign won’t generate many sales.
It’s like trying to build a house on shaky foundations.
You need to address the root cause of the issue not just try to fix the symptoms.
Benchmarking: Measuring Your Progress
Now that you’ve set your goals and objectives you need to measure your progress.
How are you doing against those benchmarks?
You can use industry averages as a starting point but remember these are just averages.
Your specific benchmarks will depend on your industry your target audience and your individual goals.
Here are some general email marketing benchmarks based on industry data:
- Open Rate: Average open rates across industries range from 15-25%.
- Click-Through Rate: Click-through rates typically range from 2-5%.
- Deliverability Rate: You should aim for a deliverability rate of 95% or higher.
The Power of Copywriting
Let’s talk about the unsung hero of email marketing: copywriting.
It’s the art of crafting persuasive and compelling messages that resonate with your audience.
Good copywriting can turn a lukewarm email into a sales-generating powerhouse.
Think of it like a master chef transforming basic ingredients into a delicious meal.
The right words can entice inspire and convince readers to take action.
If you’re struggling with copywriting there are resources available to help.
One option is a book called “Copywriting Secrets” by Jim Edwards.
It’s designed to be a shortcut for busy entrepreneurs who want to learn the art of writing copy that converts.
The book focuses on practical techniques that anyone can implement regardless of their industry or experience level.
It emphasizes the importance of understanding your audience crafting compelling headlines and using persuasive language.
It’s Time to Start Writing!
Remember email marketing is a journey.
It takes time patience and a willingness to learn and adapt.
Don’t be afraid to experiment with different strategies track your results and make adjustments as needed.
The key is to keep your goals and objectives in mind and to stay focused on building strong relationships with your audience.
With the right mindset dedication and a little bit of creativity you can unlock the power of email marketing and turn it into a valuable asset for your business.
Want to learn the art of writing copy that converts? 🤯 Check out Jim Edwards’ “Copywriting Secrets” book – It’s a game changer!