Set goals before you send
Whether you are already in the midst of email marketing for your business, or are considering adding it into your marketing mix, you need to be clear about what you expect to accomplish with your mailings. Often businesses simply begin sending without thinking about results, or they have unrealistic expectations.
Understand your product/service lifecycles
What are immediate and long term results based on? It depends on the life cycle of your products and services. These will range from short to long sales cycles. Performance for each cycle type should be gauged differently - and will affect the frequency and content of your mailings. Once you have set realistic goals, you will achieve them by sending relevant – a topic I’ve covered previously, appropriately timed content.
Set your goals
This is a pyramid I use in many of my presentations. It’s certainly not scientific, but I think it gives the visual you need to figure out why you're contacting your subscribers. Red indicates possible immediate interaction, white is the longest cycle and needs the most nurturing in the relationship before you get results. You’ll find for your own business you'll probably have more than one goal. Some businesses have very specific directives: e.g. IMMEDIATE sales (if you are being realistic about your product or services).
Types of goals
Sales – This is immediate sales, direct sales, or sales leads. It is one of the most popular types of mailings, and often sent more frequently than others. The goal is to sell products that may have an end date (such as concerts, special deals, limited offers), or to garner a sales lead. The mailings need to engage the reader to make a purchase directly from that mailing - or ask for more information.
Drive traffic to the website – Perhaps your goal is to remind and drive subscribers to your website. This is a good opportunity to deep link them to specific sections of the website. Ensure you have strong traffic tracking capabilities on your website so you can track stats and sales conversions once they leave your newsletter.
Upsell to customers– This type of mailing comes from companies having a range of products and services that might be of interest to existing customers. This goal usually ties in with customer retention (building relationships) as well. Upselling can also relate to cycles - e.g. moving prospects to customers.
Build relationships - Email has proven to be a superior retention tool, and useful, information-intense mailings can be very effective in building an ongoing relationship, and also loyalty building, with your customers, subscribers and prospects.
Expertise/Branding – This cycle often ties in with building relationships and/or long sales cycles. You are establishing yourself as a knowledge leader in your field, branding your company as a customer-centric business. It also creates awareness of your products and services and provides value-add information that lets your subscribers know they are in good hands and receiving information from a quality company.
Long Sales Cycle – This is the most challenging cycle, and often fits alongside expertise/branding. This is the cycle in which you are engaging the subscriber during the times they don't need your products and services - and you want to be 'front of mind' when they do. The frequency on these types of mailings tends to be less as well - most often monthly. By offering informational content, and engaging them on the terms they want to hear from you, such as providing relevant useful content - you have the opportunity to catch them at the point of the cycle where they do need the service or product. Examples of this are consultancy services, life events, big ticket items, etc.
