The Goals feature is designed to help users keep track of their marketing campaigns’ performance.
This article explains the different types of goals you can set for your campaigns and how to set them up on the platform.
What are Campaign Goals?
Every marketing campaign is designed and distributed with a set goal in mind, e.g., when you send out welcome discount coupons to your new subscribers, you expect a certain percentage of those customers to redeem the coupon and generate revenue for your business. Similarly, when you run a recruitment campaign, you want to track the number of sign-ups.
With a host of marketing campaigns being sent every day by businesses, it becomes difficult to track and monitor if the campaigns met their target goals. The goals feature in our platform is designed to make this process easier for you.
All you need to do is set a goal when you distribute a campaign and monitor the campaign’s performance right from your dashboard, in real-time!
Before we explain the procedure that needs to be followed to set goals, let’s understand the various types of goals that can be set in the platform.
Types of Campaign Goals that can be created in the platform:
Currently, you can set six types of goals in the platform; each one addressing a different purpose:
1. Recruitment to List
Contacts can get added to your CRM lists via various channels, e.g., people signing up via landing pages, social media channels, or manually added by you to the CRM, etc.
Using Recruitment to List Goal(s), you can set recruitment channel-specific or overall recruitment targets and keep an eye on the number of contacts in your CRM list or segment.
2. Landing Page Conversions
Every landing page is designed with an end goal in mind. A Landing Page Conversion means that a visitor on the page actually performed the action that you designed the page for. Landing Page conversions can be measured by monitoring the performance of the widgets used in your landing pages.
Using Landing Page Conversions Goal(s), you can set goals for individual widgets used on the landing page. For example, you can set click targets for your CTA buttons, hyperlinked images, or coupon redemptions.
3. Landing Page Performance
This goal type can be used to gauge how your landing page performed on the whole and how people reacted to the page in general.
Landing Page Performance Goal(s) help you set overall performance targets for a landing page, i.e., the visitor response and behavior regarding your landing page. For example, the number of visitors, page views, clicks, bounces, form abandonment, etc.
4. SMS Sending
SMS Sending Goal(s) can be used to set performance targets for an SMS sending.
For example, the number of SMSs delivered, the number of clicks received on the landing page URL (if the SMS was sent with a landing page), the number of unsubscribes, etc.
5. Email Sending
Email Sending Goal(s) can be used to monitor the performance of an Email sending, i.e., to keep track of the delivery parameters like the delivery and bounce rates, etc., and the overall performance of the sent Emails like the open rate, clicks, and NPS scores received, etc.
6. Email Conversion
In digital marketing, conversion refers to the point where the recipient of a marketing campaign performs the desired action in response to the campaign.
For Email campaigns, conversion can be measured by the response received to your call-to-action, for example, the clicks received on the action buttons or images, etc.
Email Conversion Goal(s) help you set conversion goals for your Email campaigns.
Once the goals have been set, the performance of the campaigns with respect to the set goals can be viewed under the relevant menu options under Insights. In the next articles, we have explained in detail the goal-setting and the goal-monitoring procedures for all the goal types mentioned above.