Intention versus goals; what’s the difference?
What do you intend when you present yourself online? For small business owners, whether you are conscious of it or not, your online communication reaveals more about the state of your business right now than about where you want to be in the future (your goals). How you show your company to the online community reflects your intentions for your small business.
User-friendly email statistics are indispensable to email marketing – especially for busy small biz marketers – because you can see at a glance if your intentions are having an effect within your community. They help you re-connect with your own story, and the way you tell it, and even the way you operate your business.
If you spend a few minutes studying your email campaign statistics, you’ll discover if you are really connecting with your customers. You can also tell if you are connecting in the way that you intended.
Good email stats help you figure out how to move towards your goals better and in a way that is natural to your business and in line with what you want it to be.
Looking over some recent statistics, I kept thinking about the difference between goals and intentions. Maybe it’s just the way I frame questions (and therefore the way I search Google!) but a decent portion of my research seems to lead me toward the philosophical side of business. Sometimes I wonder if these articles could be lumped into “what a small business COULD or SHOULD be” and not what it really IS.
Then again I’m not too surprised that the creative, holistic aspect of marketing seems to mesh well with how we at MTC can best serve our email customers. The trend toward inbound marketing — letting your customers find you — also means that you, the small business owner, have to put yourself out there and allow your personality to shine. According to Phillip Moffitt of yogajournal.com, “intentions align your worldly actions with your inner values.”
What are your emails – and for that matter; your tweets, and your Facebook status updates — saying about your intentions to your customers?
We’re bringing a new version of MyTeamConnects to you next week and we think you’re really going to like it.
What strikes me most is the new visual design which clearly describes at a glance how your intention for your email was received.
Before you even start to understand your different market segments (by looking at opens, links clicked, etc.) you can get a general visual impression of your message and the consistency with which you deliver it.
As you create goals for yourself and your business, your email statistics may actually help you mold your business to move your most engaged email customers closer to a purchasing decision. Or they may suggest to you an area you need to focus on in order to satisfy a certain niche.
For example, studying a few email campaigns may prompt you to
- Reward email customers who click on certain email links with some regularity
- Ask why they usually click to your site’s FAQ or privacy page (is there an issue you need to clarify?)
- Make your Facebook page more lively because many email readers are looking for you there
- A/B test a detail in your next campaign
Email Statistics and list creation tools make this very easy and fun to do. The more attention you pay to your email statistics – and I’m not talking a huge drain on your time here – the more you see how your message and intent is resonating with your customers.
The result is that your business will evolve and you’ll see that gradual steady movement toward your goals with each and every email campaign.
Written by Jen McGahan