Encompass-goals
Use these template goals for your Performance Excellence plan.
Email Marketing (Encompass) Performance Excellence Goal 1
Job Responsibility: Uploads content to faculty/dept website. Creates, writes, edits & posts articles, newsletters, program summaries, etc. to website.
Goal: Create and send email campaigns that drive traffic to website through email campaigns, focusing on newsletters to alumni, faculty, students, and community members. Assess results by open/click rate and engagement with calls to action, working toward a minimum of 20% open rate and 2.4% click throughs.
In addition to open/click through rate, other potential indicators of success that can be part of this goal
- Increase the number of click throughs from the newsletter page on the website to other pages on the website
- Increase engagement with linked social media accounts
- Increase engagement with any calls to action to attend an event or submit alumni updates
Recommended resources:
Higher Education blog post on email marketing
Really Good Emails blog: resource for email strategy, design, etc.
Email Marketing (Encompass) Performance Excellence Goal 2
Job Responsibility: Uploads content to faculty/dept website. Creates, writes, edits & posts articles, newsletters, program summaries, etc. to website.
Goal: Move newsletter from print or pdf form to website article form, disseminated via email, creating a more accessible and searchable newsletter. Assess results through faculty and alumni satisfaction, and email or website analytics.
Recommended resources:
Higher Education blog post on email marketing
Really Good Emails blog: resource for email strategy, design, etc.
Email Marketing (Encompass) Performance Excellence Goal 3
Job Responsibility: Uploads content to faculty/dept website. Creates, writes, edits & posts articles, newsletters, program summaries, etc. to website.
Goal: Write an annual email marketing strategy for the department, defining what “success” means for your department. Choose estimated send dates for all newsletters and any other email campaigns. (In this document, identify indicators workflow and best practices that will allow you to assess this goal.)
Example indicators for performance
- Based on performance of the first newsletter, change one story/feature type to test how readers react to changes.
- All content will be created and approved one week before email send.
- All staff will be trained and have access to needed software (including Photoshop, SiteImprove, Encompass, Cascade, etc) by January 1st.
- All newsletter emails are sent on the timeline planned, unless there is a pivot in strategy.
Recommended resources:
Higher Education blog post on email marketing
Really Good Emails blog: resource for email strategy, design, etc.
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