Before you opt to use email marketing as a channel for communications with your audience, you should ideally have set out your objectives clearly so that you know without a doubt that email marketing is an ideal option to help you reach them.
These objectives should ideally be broken down by two main indicators: micro objectives and macro objectives. Let’s have a glance at how you could go about defining these separate areas:
MACRO Objectives
Ask yourself why you are sending out the email. Do you want to promote awareness or generate revenue by online sales or nurturing leads? Maybe you want to increase subscriptions to your regular online blog or you want to circulate content that readers will find a valued addition to your brand. Defining these objectives will help you refine your content in the right manner and also help you keep track of whether your email campaigns are actually working for you.
MICRO Objectives
What do you want your recipients to do as a result of reading your email? Do you want them to click a link that takes them to a how-to video? Do you want them to download an eBook? Maybe you have sent out an invitation via email and want your recipients to merely RSVP by replying to your email. Whatever it is you want them to do – define it clearly. This will enable you to set the best possible mechanisms in place that lead them to undertake favourable actions. For instance you could place your call to action right at the top instead of the traditional end-of-email placement in order to get readers to know exactly what they are getting up-front. The rest of your email can be used to validate the call to action, it is an interesting way in which to create a linear pattern of reactions. A good thing to remember here is to not confuse readers with too many options. Ideally whatever methodology or pattern you decide on should be tested in order to ascertain what works best for you. Do people respond to buttons? To specific colours? Should you place your call to action at the top left or top right of your email?
To reiterate, you need to clearly define your objectives. Identify them in either a micro or macro perspective in order to increase your chances at a successful email marketing, time after time. You need to know why you are sending your email and what you want readers to do as a result. The process to success is that simple!