Goal Setting for Email Marketing

Chapter 1 of Setting Goals and Measuring Performance in Email Marketing

Measurement is key to the execution of an effective marketing strategy. This chapter looks at the role of goals, objectives, key performance indicators and metrics in email marketing programmes.

By Kath Pay

5 minute read

Email marketing programmes should be based on clear goals and objectives that outline the desired achievements and align with broader business strategy. This chapter covers:

Definitions: Marketing goals, objectives, key performance indicators and metrics are key elements of goal setting and measurement strategy. What are their functions in the context of email marketing?
Alignment: Email marketing should be aligned with the company’s broader aims. How can email marketers set purposeful goals that will support the business objectives?