1. Set measurable goals
Campaign goals focus your efforts and help you make decisions that improve results. Each campaign should have a specific, measurable goal that shapes everything, from your audience and message, to the outreach channels you choose.
“Decide what you want to get out of your campaign, and then work backwards to create it,” advises Yesica Ford, Mailchimp Director of Product Marketing. “If you’re experiencing churn, you might train your eye on retaining business. If you want to build awareness, you might focus on raising your profile among a certain audience.”
Every tactic within your campaigns—such as emails, postcards, landing pages, and social posts—should work toward a clearly defined goal and play a part in delivering the desired results.
For example, your goal might be to raise awareness among your target audience by 25%. To do so, you plan a campaign that combines emails, speaking events, and social media outreach. For each of these tactics, you set another specific goal that feeds into your overall campaign objective. See this approach spelled out below.
Campaign goal: Raise awareness among target audience by 25%.
Tactic 1: Email outreach
Tactic 1 goal: Build our newsletter subscriber list to 1,000 contacts by the end of Q2.
Tactic 2: Speaking events
Tactic 2 goal: Speak at 3 industry events this year.
Tactic 3: Social media outreach
Tactic 3 goal: Build our Instagram following to 1,500 by the end of September.
Or, if your goal is to grow new business leads by 20%, you might combine an email-based referral program with postcards. Here’s what the goal for each tactic might look like.
Campaign goal: Increase business leads by 20%.
Tactic 1: Email-based referral program
Tactic 1 goal: Get 10 referrals from existing clients per quarter.
Tactic 2: Postcards
Tactic 2 goal: Increase first-time visits to our stores by 30% year over year.
Keep in mind that getting good insights at the end of your campaign requires knowing where you started. Set specific performance goals, and know how you will track your campaign’s impact on your key performance indicators (KPIs) before you begin.