How to use OKRs to drive success in email marketing

Mari Luukkainen
2 min readApr 24


OKRs, or Objectives and Key Results, are a powerful goal-setting framework used by companies to align their teams and drive results. When it comes to email marketing, OKRs can help you define clear goals and measure progress towards them. In this post, we’ll explore some examples of email marketing OKRs and how to use them to drive success.

Example 1: Increase Email List Size

Objective: Increase email list size by 20% in Q2.

Key Results:

  1. Run a social media campaign to promote email signups, resulting in 100 new subscribers per week.
  2. Implement a pop-up form on the website, resulting in an additional 50 subscribers per week.
  3. Offer a lead magnet in exchange for email signups, resulting in 500 new subscribers by the end of the quarter.

Example 2: Improve Email Open Rates

Objective: Increase email open rates by 10% in Q3.

Key Results:

  1. A/B test subject lines on all emails, resulting in a 5% increase in open rates.
  2. Segment email list by engagement level and tailor content accordingly, resulting in a 3% increase in open rates.
  3. Optimize send time based on past open rates, resulting in a 2% increase in open rates.

Example 3: Increase Email Engagement

Objective: Increase email engagement by 15% in Q4.

Key Results:

  1. Offer a limited-time discount code in email campaigns, resulting in a 5% increase in click-through rates.
  2. Personalize email content with dynamic content based on subscriber behavior, resulting in a 5% increase in click-through rates.
  3. Implement gamification elements in email campaigns, resulting in a 5% increase in click-through rates.

In all of these examples, the OKRs are specific, measurable, and time-bound, which makes it easy to track progress towards the goal. By using OKRs to guide your email marketing efforts, you can ensure that your team is focused on achieving the outcomes that matter most to your business.



Mari Luukkainen

Pre-seed VC investor, growth operator, startup growth advisor, and keynote speaker. Pitch me on Call of Duty.