Best Practices - Email Marketing Goals

Email is the perfect way to announce upcoming events and invite our customers to visit and try out our new wines,"- Kristin McClarnon, WinM@il Customer, Summerset Winery

What's the goal of your campaign?  Did you make more money than you invested in your marketing efforts? Did you set and meet your marketing goals? How do you plan to calculate this relationship in 2008?  I am constantly surprised at how often this concept is left in the dust as businesses rush forward with an email, or even an email campaign.

Reports show that email marketing, when done correctly, returns more dollars o n your investment than any other marketing strategy. Results from email marketing are simple to measure.

And remember that the best way to measure results is to track them back to the goals of your email campaign.  What are your marketing goals?  Below are some sample email marketing goals derived from WinM@il customers in 2007:

Goal of Campaign: Raise awareness, develop sense of community, fill and retain properties
Goal of Campaign: Increase web traffic, increase visits to booths at trade shows
Goal of Campaign: Increase registrations of clinics and camps
Goal of Campaign: Increase sales
Goal of Campaign: Increased member retention, increase attendance
Goal of Campaign: Develop loyalty, bring in customers