Goals, baby!

I’m not talking about how many sit ups you can do in 20 seconds or Instagram posts you get out per week.


What else would I be talkin’ about?

Hint: It’s email.

Alright, that really wasn’t a hint. But I wanted to make sure you really got that picture that all I talk about is email.


When people ask me questions about their email marketing program, my response is usually to ask them what their goals are for their emails.

I know the primary goals for your business are to make more money. But what is the goal of each and every one of your emails you send out?

  • Is it engagement?

  • Is it orders?

  • Appointments?

  • Clicks to your blog content?

  • A reply to your email?

“What is it!? Tell me!”

And I know I talk a lot about welcome emails, but really the first thing you need to do when looking at your email program is determine what your goals are.

Your goals will help you determine what you need to be doing to set up your email program, your templates and your website.

So here’s a handy guide on the questions you need to answer in order to set up things for yourself appropriately.

What is the primary goal of each email you send out?

What action do you want your email subscribers to take from your email?

This will help you measure the success of your email.

If engagement is your main goal, then you’ll want to look at your open rates. This means people are looking at your content regularly.

If web traffic/blog reading is your goal, then you’ll want to look at click through rates.

If orders/appointments/registration is your goal, then you’ll want to look at conversions/conversion rate of your emails.

Do you have the right analytic tools to measure your campaigns?

If your email service provider (i.e. Mailchimp) is not giving you reports of these key metrics, you need a new email service provider.

If you are not tracking your web traffic with Google Analytics, then what you are doing with your life?

Sorry. That was a bit harsh.


If you are looking for conversions from an email, you should be able to see how many conversions came in from each and every email you send out.

If you are not tracking that, go and find the tools you need for that.

Tracking will help you fine tune all of your digital marketing campaigns and make sure you are achieving your email goals.

Do you have the right tools for your business in general?

If you do not systems in place that let you automate your booking/ordering/appointment process online, you need to invest in that.

I know it’s more money.

I know you’re a lean business.

BUT having these automated processes in place that let you track analytics on the back end not only frees up your time, but it lets you measure success.

There are so many inexpensive tools out there that will let you automate and track conversions.

I’ll put together a handy guide soon.

OK. OK. Enough lecturing.

I hope you can dig into some of these foundational questions for your email marketing strategy and figure out what’s right for your business.

I know I just gave you a list of things to do, but trust me, once you get these defined and set up, you’re life will be easier.

Having goals for your emails helps you hone in on what the priority is so you’re not obsessing about details that aren’t important for your goal.

I’ve been there and done that. Learn from my mistakes.

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