Let’s face it: sometimes we have dumb goals. We want to be fitter, happier, more productive without bothering to sit down and figure out why and how.
SMART goals is a popular framework used for productivity and management to break down those lofty goals into something feasible. The idea is that if you deliberately design your objectives, you can better set yourself up for success in accomplishing them.
The SMART acronym provides 5 criteria to help set effective goals:
- Specific: Is your goal specific?
- Measurable: How do you know whether you’re making progress?
- Achievable: Is the goal realistic and attainable?
- Relevant: Is this a goal that matters? Will it drive you forward?
- Time-related: What’s the timeframe for the goal to be achieved?
Bringing clarity and concreteness to goals clears the path to actually taking steps. With a well-defined, worthy objective, you can tell how you’re faring in reaching it and figure out what you need to get there.
Applying the SMART goals approach is also useful for planning great emails — which, like all human goals, has an inclination to stay fuzzy until we deliberate on them.
Here’s a 5-criteria checklist, adapted for SMARTening up your emails:
- Specific: Did you define a specific conversion goal?
- Measurable: What metric are you going to use to indicate progress?
- Achievable: Is the conversion goal realistic and attainable?
- Relevant: Is your goal relevant to users at this point? Does your message resonate because it provides value and helps drive them forward?
- Time-related: Is this the optimal time for this type of conversion goal? What is the behavioral trigger and timing for the emails?
You can use SMART goal-setting for any type of marketing email, but it’s especially handy to apply to lifecycle emails. SMART goals can provide a blueprint for architecting a lifecycle email program that increases engagement, builds trust, and gets people where you want them to go.
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