How to Create Smart Goals for Email Marketing

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A short presentation on setting smart goals for e-mail marketing that I did for my weekly mini-webinars. Learn more here: http://www.johnhaydon.com/subscribe/

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How to Create Smart Goals for Email Marketing

  1. 1. SETTING SMART GOALS AND OBJECTIVES FOR YOUR EMAIL MARKETING FROM 1/15/2014 MINI-WEBINAR
  2. 2. Setting smart goals and objectives SMART EMAIL GOALS Studies show that nonprofits that set clear goals, acheive more results than nonprofits who don’t set goals.
  3. 3. Setting smart goals and objectives 1) Benchmark your current email results Goal setting begins with understanding where you’re starting from. How successful have you been at building your email list up until now? Look at list grow, open, clicks
  4. 4. Setting smart goals and objectives 2) Write it down The goal is not a goal unless it's written down. For example "acquire 1000 emails" or "grow list from 20,000 subscribers to 30,000 subscribers".
  5. 5. Setting smart goals and objectives 3) Add target dates After you write down your goals set a target date. For example, instead of ‘within 12 months’ write "by June 30th, 2014".
  6. 6. Setting smart goals and objectives 4) Identify KPIs Smart goals are measurable. Identify the key performance indicators that will tell you if you're on track, and if you hit your goal. Consider list grow, open, clicks
  7. 7. Setting smart goals and objectives 5) Outline steps Outline the specific steps you need to take each week / month to acheive your goals.
  8. 8. Setting smart goals and objectives ASK THESE 4 IMPORTANT QUESTIONS (1) What is our goal for using social media and email marketing? (2) How are we currently using these channels to reach our goals How do we know if we’re reaching these goals (or not)? (3) What are we going to do over the next / weeks / months, years to reach these goals? (4) What resources are we going to need? What systems will we have to upgrade?
  9. 9. Setting smart goals and objectives (1) Worksheet What is our goal for using social media and email marketing? To grow awareness? To convert more volunteers and donors? Today’s date [ / / ] Total number of emails (2) How are we currently using thesese channels to reach our goals? And how do we know if we’re reaching these goals (or not)? New emails per week Unsubscribes per week Weekly average open rate (3) What are we going to do over the next / weeks / months, years to reach these goals? (4) What resources are we going to use? What systems will we have to upgrade? Weekly average click-though rate Future date [ / / ]
  10. 10. AND NOW... THE MUST READ BLOGS
  11. 11. AND NOW... THE MUST READ BLOGS
  12. 12. Founder of Inbound Zombie - a non-profit social media consultancy in Cambridge, MA Instructor at Marketing Profs University and Charityhowto Speaker: The Nonprofit Technology Conference, Social Media for Nonprofits, Blackbaud’s BBCon, New Media Expo, TechSoup, GrantSpace, Chronical of Philanthropy, Nonprofit Webinars, NetworkForGood. Author: Facebook Marketing for Dummies, 3rd and 4th Editions Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Boston Medical Center, Community TechKnowledge, Scholastic, TechSoup, WaterAid America, University of Massachusetts, Community Music Center of Boston, National Wildlife Federation, Razoo,

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