Define Your Email Objectives

photo by WoodleyWonderworks

So let's talk about defining your Email Marketing Objectives. What do you want to achieve from your email marketing campaign?

You probably want to make more money. You want to build your business. Those are general "wants" but what we want to define are the objectives. Your objectives should be easy to understand and also to measure.

Breakdown of the Most Common Email Marketing Objectives:

Market Research - You can collect data, demographics and the needs of your customers by conducting research through your email marketing lists. You could test the market potential of a new product before you've invested a lot of resources in it.

Brand Awareness - Trying to get people to pay attention to your company, build new relationships or offering your previous contacts something new.

Prospecting - Just like in traditional outside sales, your trying to reach and entice new customers and start the sales process with them.

Cross-Selling and Up-Selling - Existing clients that you may be able to offer additional products and services to.

Customer Management - You've already made the sale now you want to maintain and build a relationship.

Customer Retention - Keep them as a happy, satisfied customer. Maintain their loyalty and offer special rewards to keep them coming back.

Sales Promotions - Limited time special offers for your lists. A special price to entice them to buy now.

You will notice that many of these are interconnected. They also go beyond just a simple promotion. We're talking about using email marketing as a long term strategy, not a one time thing to make the sale. Your email lists can keep providing you value again and again.

Contact Orange Email Marketing for a free email marketing consultation.