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10.02.07
How To Set Goals That Increase The Value Of Your Email Newsletter
 By
Drew Adams
An email newsletter can be a high impact communication tool, especially for those editors who are always looking to improve their efforts and better serve their readers.
This guide offers a quick overview of a measured approach to better aligning your email newsletter efforts with the goals of your organization. Here is the outline:
• Identify Your Marketing Communication Goals
• Give These Goals Articulated Specifics
• Identify How Your Email Newsletter Will Affect These Specifics While Serving Your Readers First
• Measure Reader Response and Adjust Accordingly
Identify Your Marketing Communication Goals
What impact are your marketing and communication efforts expected to bring to your organization? If you're the chief marketer as well as the owner then what is your purpose for writing this email newsletter?
Some possible higher level goals include (but are not limited to):
1) develop your long-term relationship with readers
2) increase sales (or other business-related conversion) through up-sell and cross-sell
3) increase event participation
Give These Goals Articulated Specifics
It's important to have your goals firmly in mind as you create content for your newsletter, but the broader goals won't help you much until you identify and articulate the specifics of these goals. For example, if one of your marketing communications goals is to increase event participation and you've got 1000 email readers then set a goal of incentivizing 50 subscribers to attend.
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Here are the above-mentioned goals with some more detailed, articulated specifics:
1) develop long-term relationship with readers
a) increase open rates by 10% and click throughs by 25% in three months. reduce unsubscribe rates by 50% over six months. Increase instances of "send-to-a-friend" by 5 per issue. Increase email responses from readers to 10 per issue.
2) increase sales through up-sell and cross-sell
a) push email-driven sales up 5% in your next issue. Move 3 readers along to the next stage in your sales cycle.
3) increase event participation
a) increase event attendance at your next event by 50 people.
Continue reading this article.
About the Author:
Drew Adams is the CEO of Contactology.
Contactology is the email marketing software that gives ALL your online communication efforts a boost. Click here to try the Contactology email marketing software suite for FREE today!
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