Picking The Right Email Marketing Goals & Objectives

Email marketing is powerful. In fact, marketers saw an incredible 3541% return on investment in 2020, according to DMA’s “Marketer Email Tracker” report. But to make the most of it, you need to know what you’re trying to achieve.

Today, let’s talk about the goals and objectives you should focus on for your email marketing campaigns.

The main purpose of email marketing is to convert leads into paying customers and then turn them into repeat customers. Ultimately, the success of your email marketing efforts is measured by your sales. Are they increasing?

Always keep that in mind because it’s easy to get lost in the metrics and lose sight of your end goal.

Now, here are the five email marketing objectives we recommend setting:

Objective #1: Improve Your Email Deliverability

Email deliverability is the ability of your emails to actually reach the recipients. It’s measured by a metric called the deliverability rate, which shows the percentage of emails sent that are successfully delivered.

To improve your deliverability, consider these factors:

Choose a reputable email marketing service provider with a deliverability rate of at least 95%.
Maintain a good sender reputation by avoiding spam practices. Only add people to your email list with their permission, be mindful of your email frequency, and always provide an unsubscribe link. Never send spam!

Objective #2: Ensure Inbox Placement

Delivering your emails is one thing, but getting them into the recipient’s inbox is another. Most people pay attention to emails in their inbox and ignore messages in spam or other folders. So, how can you increase inbox placement?

While there’s no surefire method, you can boost your chances by encouraging engagement. One effective strategy is to ask your subscribers to respond to your “Welcome” email with a simple “hi.” This signals to their email service provider that you’re a legitimate sender, not a random spammer.

Objective #3: Boost Open Rates

Open rate is the percentage of subscribers who actually open your email. The key to increasing open rates lies in compelling subject lines that grab attention. Here are three approaches to consider:

Benefit-driven subject lines that clearly convey what subscribers will gain.
Curiosity-driven subject lines that pique their interest and make them curious.
Pattern-interrupt subject lines that are intriguing and demand attention.

Remember, if subscribers open your emails but find the content disappointing, they’ll be less likely to continue opening them in the future. Provide value in each and every email to maintain high open rates.

Objective #4: Increase Click-Through Rates

Click-through rate (CTR) measures the percentage of people who clicked on a link within your email after opening it. To improve your CTR:

Write engaging email copy that captures readers’ attention and encourages them to click.
Clearly state your call to action so readers know what you want them to do next.
Consider adding a call-to-action button in addition to text links to test what works best for your audience.

Objective #5: Boost Your Sales

The main aim of email marketing is to turn leads into paying customers and loyal repeat buyers. That’s why tracking sales is crucial.

But increasing sales can be complex. It involves multiple factors, including:

The quality of traffic driving to your sales funnel.
Your sales funnel setup.
Email copywriting.
Sales page copywriting.
Your reputation.

To truly make a difference, it’s important to look at the big picture of your business. Instead of solely focusing on email marketing, zoom out and evaluate your entire sales funnel. How do all the pieces work together?

By doing this, you can identify the specific areas that need improvement to boost sales. For example, if you’re driving low-quality traffic to your funnel and converting it into low-quality leads, improving your email copywriting won’t have a significant impact. The issue lies elsewhere.

However, if you’re attracting high-quality traffic and converting it into high-quality leads, enhancing your email copywriting can greatly impact your bottom line.

Benchmarking Your Email Marketing Success

Now that you know your objectives, it’s important to have benchmarks to gauge the performance of your email marketing campaigns.

In 2022, MailerLite conducted extensive research by analyzing data from over 40,000 customer accounts in the USA, Canada, and the UK. They examined more than 1 million campaigns sent to over 10 recipients. Here are the benchmarks they established:

Average open rate: 37.65%
Average click rate: 3.36%
Average click-through rate (CTR): 8.93%
Average unsubscribe rate: 0.24%
Average bounce rate: 0.30%

Master Email Copywriting with “Copywriting Secrets”!

Effective copywriting is the key to successful email marketing. However, if you’re a busy entrepreneur with limited time, it can be challenging to master this skill.

That’s where “Copywriting Secrets” comes in. This book is designed as a shortcut for entrepreneurs who want to write high-converting copy without spending endless hours mastering the craft.

The best part? You don’t need to finish reading “Copywriting Secrets” before starting to implement Jim’s advice. You can put it into practice as you go through the book.

Start seeing results ASAP by grabbing a FREE paperback copy of “Copywriting Secrets” today. Just cover the shipping cost.

Don’t wait any longer. It’s time to write emails that convert and drive your business forward!

>>>Join The One Funnel Away Challenge<<<