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,