When defining your email communication goals, start by determining your overall purpose. Why was it created? The goals of your newsletter can be to: Inform and educate subscribers Increase sales of your product or service Increase traffic to your website or store Build customer loyalty Identifying your purpose will help you stay focused on your goals. An example of an informational newsletter that shares rich articles, news, and job opportunities with its subscribers An example of an informational newsletter that shares rich articles, news, and job opportunities with its subscribers Next, consider who your target audience is.
Understanding your audience’s needs, interests, and job seekers number data preferences is crucial to creating relevant content that resonates with them. Define your ideal subscribers by considering demographics (like age, location, gender) or psychographics (like interests, values, and motivations). This will guide the tone and messaging of your newsletter to effectively engage your readers. After you determine your purpose and target audience, move on to developing your SMART goals. S – Specific M – Measurable A – Achievable R – Relevant T – Time-bound email communication A good example of a SMART goal could be: Increase click-through rates from your website over the next three months Increase website traffic from newsletter to relevant blog posts or landing pages This is also the perfect time to determine the key metrics to use to measure the effectiveness of your newsletter.
Depending on your goals, metrics might include open rates, click-through rates, unsubscribe rates, or social share rates. In the example above, it’s obvious that the metric you’ll use to measure the success of your newsletter is click-through rate. Learn more: Your Guide to Email Marketing Metrics Choosing an Email Marketing Platform Having the right email communications platform is crucial to the success of your email communications. Remember, the platform you choose will impact the functionality, deliverability, and overall performance of your email marketing campaigns.