Setting Process-Based Goals for Your Email Marketing
I want to talk a little bit about setting some goals for your email marketing. And specifically we're gonna talk about this idea of setting process-based goals. Because some of you have probably been frustrated by email marketing in the past. Who has had this feeling of like, eh, it doesn't really work? And part of that is because you've probably set goals that have made you feel frustrated. And when we set goals that make us feel frustrated, we just give up, right? So who has set a list size goal? Who has said by the end of whatever time period, I'm gonna grow my list to x amount of size? Has anyone set one of those? Few people, I see a few nods. Who has failed to achieve their list size goal? (laughing) Me, I failed to achieve my list size goal. Because here's the thing, we can't control other people's behavior. I do not have Jedi powers or whatever happens, where I can mind control you, right? I can try my best to get inside the mind of my customer. And I can try to give them all th...
e right reasons to join my list and buy. But at the end of the day, I have no control over what they're doing. And so when we set goals that we don't have total control over, this leads to frustration, right? You're like, well I set this goal, and I swear I did all the right things, but it still didn't happen. That's really frustrating. So instead, what I want to do with you guys, is I want to flip things over, and I want you to focus on the process. Because when you focus on the process, you can't help but get results. So, what are process-based goals? These are actions that you have control over, which help you achieve your bigger goal. And guess what? Your bigger goal is to sell more products or make more money. Your bigger goal is not to grow your list to a certain size. In fact, I'm gonna argue that list size, is kind of irrelevant. It actually doesn't matter. Because if you have a list of 10,000 people and you never email them, or they're on there for all the wrong reasons, you're not gonna make any money. But you could have a list of a couple hundred people, and start emailing them, and see results. So we're not worrying about list size as a goal, the only goal that we have for our email marketing, is to help you sell more products and make more money. So we're gonna set process-based goals that get us closer to this. And I'm not gonna have you guys set any kind of revenue goal in this class. Because quite frankly, I have other classes where we go over that in lots of detail, and some classes where we go over it in a little bit of detail. So in this one I really just want to keep you focused on the process. The other thing about process-based goals is that they inspire action, not fear. What I see happen is people set list size goals, and then they don't want to email their list, because what happens when you email your list? Let's be honest.
People unsubscribe. It happens. It's normal. It's always going to happen. But when you have a list size goal, you're like, well I can't email my list, because then my list is gonna go down, and it's gonna take me further away from my goal. But if your goal is to make money, the only way to make money is to actually email your list. So we're gonna set process-based goals that actually cause us to act. So we're actually going to reach out to our list, instead of being afraid that when we hit the send button like, everything's gonna go to hell. We're gonna get rid of all the fear of the send button. By the end, I want you guys to actually be high fiving the MailChimp monkey instead of being like, yeah, I hit the button, okay. We're gonna be excited, right, when we send those emails. So you can set process-based goals that are one and done, or recurring. So a couple of examples might be like, just a one and done, I will add an opt-in form to my web site by May 22. Some of this stuff has to get done, right? If you don't have a place in your web site, for people to opt in, that's gonna end up being a goal by the end of this class. But more often than not, they're a little bit more regular. So, maybe I'll make one email sign up, CTA is call to action, you're gonna see CTA show up a lot in this class. And it's really long to write so CTA it is. You're gonna make one email sign-up call to action on Instagram every week. I'm not saying you guys, these have to be yours, I'm just giving you some examples. Or maybe it's, I will hold one big list-building event, like an exclusive product launch or a sale, once a quarter. Again, these do not have to be your goals, just giving you some examples. Or, I will email my list at least three times a month. Everyone by the end of this class, at the very least, is gonna have a frequency goal. Your all gonna have that. But, again, it might not look exactly like this. But those are some examples. So we are not gonna set these yet. What I want you to do, is throughout this class is just to look for opportunities to set process-based goals. When you hear me talking about this, and you're like, oh, I should be doing that, every time you think in your head, I should be doing that, make a note because that's gonna become one of your process-based goals. And then we're going to officially set them at the end of the class.