E-mail Marketing Software

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Reach for the stars, not the benchmark

Benchmarks can help us make the right business decisions. Though, too often we state things like “we’re above the current industry average”, when we should be asking:

  • Did we return on our investment?
  • Have we achieved our campaign goals we set?
  • Can we improve on anything?

Benchmarks help you protect your investments and set reasonable, achievable goals. The truth is performance against benchmarks can mean very little if we do not meet our internal target.

With this in mind here are our top five tips to setting reasonable email marketing goals:

  1. Break your target down into individual goals. Try to quantify your goals wherever you can. This way you can quickly see where you are achieving and where you are not.
  2. Break performance into set areas. For example, you may break your email marketing performance into; delivery, read, click-through and conversion rates. This will help you with reviewing performance against your set goals.
  3. Visibly identify the final action you want your readers to take? If they reply to your email, fill in a form or buy a product? Once you know what you want them to do, calculate how many conversions you will need to return on your investment.
  4. Set your target, and then review it against the necessary performance. If your target is to achieve sales revenue of £1000 and to do this you need to sell 100 units, ask yourself:

    How many people will I need to translate from email to final action? If your website converts at a rate of one in ten you will need to translate a minimum of 1000 people from email to website. Now ask yourself, is this a realistic goal? Use previous performance and benchmarks to help you decide if your target can be logically achieved?

  5. Do not limit your target to achieving one particular goal? If you are struggling to identify your goals, try to break your target down into its component parts.

    If your target is to achieve one hundred percent growth in sales. To achieve this goal may be to increasing conversion rate by fifty percent, raising average order value by 100% and increase website visitors by ten percent. These goals can then be monitored to ensure that your overall target is achieved.