Planning and producing emails every week or every day is hard work. And it can be incredibly frustrating to find that they're not performing well or getting the results that you hope for. So we thought we would take a moment to address a very common issue...that the reason why most emails don't do well is because of a lack of a clear objective!
A well-designed email campaign can be a powerful tool to drive results, but without a defined purpose, it may not yield the desired outcomes. To be honest, there are business owners out there who are not sure what they want to achieve when they send out emails. They just do it because everyone else is doing it.
So let's review two key Reasons why setting an objective for each email campaign is crucial.
1. Lack of Direction
Without a clear objective, your email campaign lacks direction and purpose. This means your emails may lack a central message or fail to guide recipients towards a specific action, leaving them unsure of what you want them to do.
2. Ineffective Targeting
When you don't have a clear objective, it's challenging to define your target audience accurately. As a consequence, you might end up sending generic, one-size-fits-all emails that do not resonate with any particular group. Copy writing is a skill and ultimately it can only be effective when you know who you want to communicate to. Writing an email to everyone will prove to be ineffective and often irrelevant.
As an email marketing team, we always try to clarify with our clients the key objectives that they hope to achieve with each campaign. Here are the Top 4 Objectives that you can also apply to your email strategy:
OBJECTIVE #1: To increase Sales & Revenue
One of the primary objectives of an email campaign is to boost sales and revenue. By crafting compelling offers, highlighting new products or services, and using persuasive call-to-action (CTA) buttons, you can encourage recipients to make a purchase or engage with your business, thereby driving revenue growth.
OBJECTIVE #2: To Grow & Nurture Leads
Email campaigns are an excellent way to capture leads and nurture potential customers through the sales funnel. By providing valuable content, offering lead magnets, and segmenting your email list based on interests and behaviours, you can guide leads towards becoming loyal customers.
OBJECTIVE #3: Enhance Brand Awareness
Consistent branding, use of same brand colours, personalised messaging in your brand tone of voice, and sharing valuable content that aligns with your brand's values can strengthen your brand's presence in the minds of recipients.
OBJECTIVE #4: Drive Website Traffic
Email campaigns can be instrumental in directing traffic to your website, blog, or other online platforms. By incorporating relevant links and enticing content, you can encourage recipients to visit your website, interact with your content, and explore what your business has to offer.
And just a side note...whilst every business wants to achieve all of these objectives, there is often no unicorn campaign that can achieve all the objectives within a single email. We have found it most effective to focus on 1 or 2 objectives per campaign.
By having some clarity and setting these clear objectives, we believe your email campaigns can deliver more tangible results, leading to increased engagement, conversions, and ultimately, business success.
If you have any questions or need assistance with your email marketing strategy, feel free to reach out. We're love to chat more in our complimentary 15 min calls to see how we can work on your email strategy! Click here to book.