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Why SMART Goals Should Be Applied to Email Marketing

Friday 13 May 2016

5 minute read

By Sarah Burns

SMART goals help us to smarten up our approach to targets, goals and KPIs, which is why we recommend using this goal setting framework for email campaigns.

They are often used by organisations in regards to productivity and management to break down more "difficult to achieve" goals into easy-to-manage steps.

We want to help you create these personalised goals to ensure that you can better set yourself up for accomplishing them.

Remember the SMART goals guidelines:

Specific: Unambiguous and clear in its expectations including why it's important, who is involved, where it will happen and the metrics and constraints in place. 

Measurable: Criteria should be in place for measuring progress over the course of the goal. 

Attainable: Be realistic and make sure it's attainable for your team to reach - otherwise it's not 'smart' at all!

Realistic: There should be a genuine initiative underneath the goal in the first place and it must matter to your business. 

Timebound: Have an end date for your goal.

The most preferred email type to transfer your SMART goals to are lifecycle emails. 

When you're thinking about lifecycle emails - such as ‎Onboarding Emails, ‎Promotional Emails, ‎Behavioural Emails and ‎Subscriber Emails - remember to apply relevant SMART goals.

A popular goal for lifecycle emails is improved / high conversion rates. 

Specific: Be unambiguous and clear in your expectations for conversion rates. Why is it important? Who is involved? What metrics and constraints are in place?

Measurable: Which criteria are in place for measuring the progress of your conversion rate?

Attainable: Are these conversion rates attainable for your team to reach?

Realistic: Is the goal relevant to users at this point? If you're not giving them something relevant to support their conversion, you will fail! Drive them forward! 

Timebound: Is there a preferred timescale for your conversion? Do they need to sign up for an event? What is the behavioural trigger and timing that you've set up for your wider campaign?

A great way to keep your users engaged is to use SMART-structured email campaigns that follow up with your users. Send a thank you gift in the form of an exclusive ebook for regular, repeat visitors - especially if they aren't customers yet.

If you want to know more about email marketing, please don't hesitate to check out our latest email marketing blog posts.

To discuss the content of this blog or how we can support your business, get in touch with our team today via email hello@thriveability.co.uk or call 0845 838 7517. 

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