Goals

Your email marketing strategy should start with setting measurable and attainable goals. After all, when you have clear objectives and targets to aim for, it can make it easier for you to stay motivated. And with preparation, you can execute a game plan to get the list growth, engagement rates, and business results you’re looking for.

To help you get started, here are five email marketing campaign goals to help you achieve success starting today:

1. Grow your subscriber list

As an email marketer, your subscribers are your most valuable asset. That means in order to run a successful email marketing campaign, you need to build and maintain a list of people who regularly open, read, and engage with your messages.

Even if you have a healthy list of contacts, continuing to gain subscribers is critical to maintaining an engaged audience – after all, the average email marketing list decreases by around 22.5% every year. Even if you have a healthy email list, gaining new subscribers is critical for an engaged audience.Click To Tweet

So if your marketing efforts aren’t increasing your email list by over 22.5% a year, you’ll slowly watch as your subscribers shrink.

2. Increase your email open rates

Although the nature of open rate reporting has changed since the 2021 iOS update, continued high open rates are still a very important gauge of subscriber interest in your emails. I.e., are people actually opening the emails you send? 

The more people open your emails, the more opportunities you’ll have to turn them into loyal customers or advocates of your brand. And you won’t make many sales via email if no one opens your emails.

To improve your open rates, you need to stand out in overcrowded inboxes. The more people open your emails, the more chances you’ll have to turn them into loyal customers.

3. Improve email click-through rates

Click-through rates measure the number of subscribers who click on the links in your emails. They are one of the most effective ways to determine audience engagement.

High click-through rates are a good indicator of a strong relationship with your subscribers. And we all know better relationships result in longtime customers, word-of-mouth referrals, loyalty, and other opportunities to bring in more business.

4. Retain current customers

One of the benefits of email marketing is that it engages new and existing customers — long after the sale is made.

Customer retention is crucial to the success of any business. Emails have the unique ability to build relationships with past customers, prompting them to purchase from you again in the future.

5. Reduce unsubscribes

If you’re following email marketing best practices then this email campaign goal may not apply to you. Every business has unsubscribes, in fact having people unsubscribe from your list is actually a good thing. Why would you want to continue sending an email to someone who clearly has no interest in engaging with your content?