Setting the right email marketing goals when analyzing your business
You should ask the right questions and set the right goals and objectives to build an effective strategy.
We use Lean Canvas to create a promising picture of your project’s email marketing.
Solving tasks and increasing your profit
Lean Canvas is a convenient and simple tool that helps you set the right goals and find solutions.
1. Increase revenue
What sources of income do you have? What factors affect your income? → What can you do to influence the sources of income? → Specific steps/actions to increase your income.
Example: You generate revenue through clicks on contextual advertising. The main factor that affects the profit is the targeted traffic on the website.
After figuring out how a business generates revenue, we set email marketing goals:
- Ensure the maximum number of click-throughs from newsletters to the website. We make the content in emails as clickable as possible so that clients go to the website.
- Work with the frequency of newsletters to increase the number of opens and click-throughs, but not to harm loyalty.
- Identify readers’ interests and activities and send the most personalized messages possible.
- Ensure the subscriber base growth using subscription forms on the site and automate the initial communication with them.
2. Reduce costs
What is the budget spent on? → What can you do to influence cost factors? → Specific steps/actions to reduce costs.
Example: When you have a large contact base, the main cost item is email services. Sending regular emails to your entire contact base to get more traffic to your website is not the best way to spend your budget.
See how a smaller number of emails sent results in a larger number of conversions to your website.
Thinking as a client
Value Proposition Canvas is a derivative of Lean Canvas. Using this template, we analyze your product, its benefits and value, the problems and needs of your target audience, and the weaknesses of your competitors, and find unique ways to ensure sales and firmly bind your client to you.
We add an email campaign to your business processes by finding out:
- Who is your target audience? What are your main client segments?
- What client problems do you solve?
- What is the essence of your product? What are your hidden benefits?
- What are the stages of selling your product?
- At what stages can clients say “no” to you and why?
- Is a potential client who doesn’t make a purchase likely to come back to you in the future?
- What is the life cycle of your main products/services?
- What does the life cycle of your clients look like? What is the typical time spent at each stage of the funnel?
- What are your competitors’ strengths and weaknesses?
- What are the benefits of working with you?
Example: You have an online store selling components for home cosmetics. You know that most of your audience are beginners who want to take up a new hobby.
The benefit for them and the hidden advantage for you is learning how to create cosmetics from basic practices to complex products for sale.
By developing a training series of emails, you solve several problems at once:
- grow your subscriber base via a valuable subscription bonus;
- make several sales at once by explaining how to use your products;
- give clients an unforeseen benefit for which they feel indebted to you.
What you get from an email marketing audit
- An analytical document with an analysis of your value proposition, the needs of all segments of your target audience, as well as your business goals and email marketing objectives.
- Recommendations for collecting and segmenting your contact database.
- Recommendations for managing audience engagement.
- Recommendations for reactivating clients.
- Recommendations for generating first and repeat sales.
- Recommendations for optimizing email templates.
- Recommendations for informational occasions.
- Media plan for email campaigns.
- A list of metrics for managing email marketing performance.