SETTING SMART GOALS AND OBJECTIVES FOR YOUR EMAIL MARKETING
FROM 1/15/2014 MINI-WEBINAR
Studies show that nonprofits that set clear goals, acheive more results than nonprofits who don’t set goals.
SMART EMAIL GOALS
Setting smart goals and objectives
Goal setting begins with understanding where you’re starting from. How successful have you been at building your email list up until now?
Look at list grow, open, clicks
1) Benchmark your current email results
Setting smart goals and objectives
The goal is not a goal unless it's written down. For example "acquire 1000 emails" or "grow list from 20,000 subscribers to 30,000 subscribers".
2) Write it down
Setting smart goals and objectives
After you write down your goals set a target date. For example, instead of ‘within 12 months’ write "by June 30th, 2014".
3) Add target dates
Setting smart goals and objectives
Smart goals are measurable. Identify the key performance indicators that will tell you if you're on track, and if you hit your goal.
Consider list grow, open, clicks
4) Identify KPIs
Setting smart goals and objectives
Outline the specific steps you need to take each week / month to acheive your goals.
5) Outline steps
Setting smart goals and objectives
(1) What is our goal for using social media and email marketing?(2) How are we currently using these channels to reach our goals
How do we know if we’re reaching these goals (or not)?(3) What are we going to do over the next / weeks / months, years
to reach these goals?(4) What resources are we going to need? What systems will we
have to upgrade?
ASK THESE 4 IMPORTANT QUESTIONS
Setting smart goals and objectives
(1) What is our goal for using social media and email marketing? To grow awareness? To convert more volunteers and donors?
(2) How are we currently using thesese channels to reach our goals? And how do we know if we’re reaching these goals (or not)?
(3) What are we going to do over the next / weeks / months, years to reach these goals?
(4) What resources are we going to use? What systems will we have to upgrade?
Worksheet
Today’s date[ / / ]
Future date[ / / ]
Total number of emails
New emails per week
Unsubscribes per week
Weekly average open rate
Weekly average click-though rate
Setting smart goals and objectives
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Founder of Inbound Zombie - a non-profit social media consultancy in Cambridge, MA
Instructor at Marketing Profs University and Charityhowto
Speaker: The Nonprofit Technology Conference, Social Media for Nonprofits, Blackbaud’s BBCon, New Media Expo, TechSoup, GrantSpace, Chronical of Philanthropy, Nonprofit Webinars, NetworkForGood.
Author: Facebook Marketing for Dummies, 3rd and 4th Editions
Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Boston Medical Center, Community TechKnowledge, Scholastic, TechSoup, WaterAid America, University of Massachusetts, Community Music Center of Boston, National Wildlife Federation, Razoo,