Setting Your B2B Email Marketing Goals

computer screen with boot; email marketing

Setting Your B2B Email Marketing Goals

computer screen with boot; email marketing

So, you started an email marketing campaign. Fantastic! Now comes the hard question. Get ready.


Yep, you read right. Although it sounds like a fairly simple question, many of the top businesses can’t answer this question. Why did you start an email marketing campaign? Why are you sending this email?

B2B email marketing isn’t just sending pointless emails about your products to your customers each week. They serve a purpose and should achieve certain goals. But you have to know what goals need to be met, and that is where the why questions comes into play.

One of the most common answers we get to the why question is “To get more customers.” Well, that’s great, but entirely too broad. You must be specific when it comes to nailing down specific goals. A better answer might be more along the lines of “To have a 5% higher click through rating and to drive traffic to our B2B websites.” Now, you’re talking! With a focused aim, you can reach the right people on your email marketing lists and get a better response.

Once you have uncovered your goals, it is time to set up your performance target, a specific goal to be met within a specified timeframe. Just as you had to be specific with the why question, you must be specific with this question. Also, this performance target needs to be defined in advance.

For example, if your goal is to increase website traffic, then set a concrete number for how much you want to increase traffic by. Is it 5% or maybe 20%? Look at your current website traffic, then make a reasonable and logical decision regarding how much you want to increase that traffic with your email campaign. It is important to be reasonable with your expectations. You aren’t going to increase website traffic by 50% with one email campaign.

Last, but certainly not least, you need to have plans to measure. After all, if you aren’t measuring, then how will you know if you are achieving your goals? Measurement has to be planned ahead of time. You need to know what the stats were before the email campaign as well as after it.

We hope you ask yourself “Why?” the next time you begin an email campaign. Don’t forget to check out our other blogs regarding emails. If you have questions, please call us at 662-869-8665.

Need a little help setting up your next e-mail marketing campaign? We can help.