How To Set Email Marketing Objectives for Your Plumbing and HVAC Company

Jul 3, 2023 | Email Marketing

If your plumbing and HVAC company uses email marketing to reach current and potential customers, you’d probably agree that your campaign could benefit from some improvements. But without specific email marketing goals, you’ll never know whether your campaign is accomplishing what you want it to or delivering a sufficient marketing ROI. 

Setting SMART goals, or goals that are specific, measurable, attainable, relevant, and time-bound, is an important step in creating a successful campaign. Learn how to set email marketing objectives, then reach out to Polianna for expert, hands-off email marketing for plumbing and HVAC companies.


Consider the Purpose of Your Email Marketing Campaign

You may think that your email marketing campaign’s purpose is the same as your goals for the campaign. But in reality, establishing your purpose comes first. Then, you can shape your goals around that purpose. 

Your purpose can be a general one, such as “bring in more customers” or “increase our sales.” Or, it can be more distinctive. Generally, the more specific your purpose is, the easier time you’ll have matching that purpose to specialized goals. 

For example, maybe you want to:

  • Grow your email list
  • Engage existing customers to boost retention
  • Improve brand awareness
  • Humanize your plumbing and HVAC company

Once you’ve listed a few objectives for your email campaign, consider how they play into your other marketing strategies and how they will help you achieve your business’s high-level goals. This first step can give you clarity about why your email marketing campaign is an important marketing strategy to put time and resources into perfecting.


List Relevant Performance Metrics

The best way to create specific and measurable goals is through metrics. Metrics allow you to evaluate clear, numerical data indicating the performance of your email campaign, leaving no doubt or confusion about whether you have achieved your objectives. 

You can evaluate any of the following metrics for your email marketing campaign:

  • Click-through rates: The percentage of email recipients who click on the links in your emails. 
  • Email open rates: The number of recipients who open your emails.
  • Conversion rates: The percentage of users who complete the desired action advertised within the email, such as scheduling a plumbing inspection or requesting a free repair estimate.
  • List growth rates: The rate at which your list of email recipients increases.
  • ROI: The return on investment for your email campaign. 
  • Bounce rate: The percentage of email addresses on your list that are incorrect or can’t receive messages. 
  • Unsubscribe rates: The number of users who unsubscribe from your email list over a given period, such as weekly or monthly.

You don’t need to set goals for all of these metrics, as some may be irrelevant to your plumbing and HVAC business. For example, while you should keep an eye on your bounce rate to ensure that your contact form is working correctly, it’s not something you need to track on a regular basis. 

To keep your email marketing objective attainable and relevant, start by focusing on two or three of these metrics.


Record and Evaluate Your Current Performance

Once you’ve chosen the metrics that will shape your email marketing objectives, review how your emails are currently performing in terms of those KPIs. Then, you’ll be able to clearly measure your improvement over time. 

The best email marketing platforms make it easy to review metrics for each email you send and see your average performance across your entire email marketing campaign. These platforms also allow you to compare the metrics of several emails so you can understand which types of emails and strategies work best to promote your plumbing and HVAC company. 

If you haven’t looked at your email metrics in a while, you may be surprised by what you find. Maybe your open rates are great, but your click-through rates or conversion rates are struggling. This could indicate that your email headlines are enticing, but the actual content doesn’t convince readers to act. 

Evaluating your current performance is crucial to improving your campaign. Record your average KPIs for the last week, month, and quarter, then take a closer look to begin strategizing how to improve them. 


Set Specific Goals for Improvement

Now that you have your baseline performance across relevant key performance indicators, you can set measurable email marketing objectives using these metrics. 

The best way to set these specific goals is by calculating your desired percentage of improvement. For example, maybe you want to increase your click-through rates by 15% and your conversion rates by 5%. Just add those percentages to the baseline rates. 

Alternatively, you can think of your goals in terms of the number of recipients. Maybe you want to grow your email list by 20 people per month or aim to have at least 50 people open each email. Your goals should be attainable, so it may be best to start small, then adjust them over time. 

Again, SMART goals should be time-bound. You should set a specific deadline by which you want to achieve these improvements. Then, you can break down exactly how much you should improve each week or month between today and that deadline, allowing you to understand whether you are on track. 


Track Your Progress Regularly

Email marketing objectives don’t need to be set in stone. Instead of creating these goals and then simply evaluating whether you met them by the deadline, you should treat your email objectives as flexible targets that you adjust according to your ongoing performance and business goals. Plan to track your chosen KPIs on a weekly basis to ensure that they are trending in the right direction.  

Setting email marketing objectives is a great way to ensure that your marketing campaign is always improving. But you can’t simply set goals without taking any measures to achieve them. By working with our expert digital marketing team, you can implement proven strategies to amplify your click-through and conversion rates, helping you meet your goals month over month. 

Schedule a discovery call with Polianna today to learn more about our email marketing strategies and other digital marketing services.

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