A short presentation on setting smart goals for e-mail marketing that I did for my weekly mini-webinars. Learn more here: http://www.johnhaydon.com/subscribe/

1. SETTING SMART GOALS AND OBJECTIVES FOR YOUR
EMAIL MARKETING
FROM 1/15/2014 MINI-WEBINAR

2. Setting smart goals and objectives
SMART EMAIL GOALS
Studies show that nonprofits that set
clear goals, acheive more results
than nonprofits who don’t set goals.

3. Setting smart goals and objectives
1) Benchmark your
current email results
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

4. Setting smart goals and objectives
2) Write it down
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".

5. Setting smart goals and objectives
3) Add target dates
After you write down your goals set
a target date. For example, instead
of ‘within 12 months’ write "by June
30th, 2014".

6. Setting smart goals and objectives
4) Identify KPIs
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

7. Setting smart goals and objectives
5) Outline steps
Outline the specific steps you need
to take each week / month to
acheive your goals.

8. Setting smart goals and objectives
ASK THESE 4 IMPORTANT QUESTIONS
(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?

9. Setting smart goals and objectives
(1)
Worksheet
What is our goal for using social media and email marketing? To grow awareness? To
convert more volunteers and donors?
Today’s date
[
/
/
]
Total number of
emails
(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)?
New emails per
week
Unsubscribes per
week
Weekly average
open rate
(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?
Weekly average
click-though rate
Future date
[
/
/
]

10. AND NOW... THE MUST READ BLOGS

14. AND NOW... THE MUST READ BLOGS

15. 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,