Behavioral Insight 9: Goal-setting

Behavioral Insight 9: Goal-setting

This series focuses on behavioral ideas or theories and how they relate to a specific area within email marketing and e-commerce. In this post we will look at goal-setting and how you can improve your performance by setting difficult goals.

What is it?

Goal-setting is, among other things, a theory that revolves around setting specific, measurable, achievable, realistic and time-bound goals also referred to as SMART objectives. Goal-setting can be a great tool to affect your performance by using SMART methodology as a guideline for the goals you set for yourself. Setting goals has certain effects on the behavior of individuals and there are four ways in which goals affect behavior.

  1. Goals direct attention towards goal-relevant activities and away from goal-irrelevant activities.
  2. Specific and ambitious goals foster a higher performance than unspecific and easy goals.
  3. Individuals are more likely to be persistent in their efforts if they have a goal.
  4. Goals help individuals develop strategies to handle the current situation.

The good thing about setting goals is that goals affect your performance simply by existing and functioning as a motivational incentive in themselves.

How does this relate to email marketing and e-commerce?

Setting goals for yourself is a great way to boost your own performance. As an email marketer you can use SMART methodology to set goals that you want to achieve in your email campaigns. You might set a goal that is to achieve a CTR of at least 2% in 1 month. This goal works well because it is specific, measurable, achievable, realistic and time-bound. If you were to choose a goal, for example to become a better email marketer, this would be a poor goal since it is neither specific, measurable nor time-bound. Remember always to check your goals are ‘SMART’ so that you achieve the best possible effectiveness of your goals.

Furthermore, you should always try to set goals that are hard to achieve but still achievable. It is a fine line to walk, but harder goals will motivate you more than easy goals and affect your performance to a greater extent. The good thing about setting goals is that goals affect your performance simply by existing and functioning as a motivational incentive in themselves.

So go on be smart and push yourself today.

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