Which of the following metrics would follow SMART guidelines?

The chosen answer adheres to the SMART criteria, which stands for Specific, Measurable, Achievable, Relevant, and Time-bound.

In this case, the goal is clearly defined: it specifies improving email open rates, which is a specific area of focus. The measurable aspect comes from the clear target of increasing those rates by 2%. Additionally, this goal is achievable, as it is a reasonable improvement expectation based on prior performance data. It is also relevant, aligning with overall marketing strategies aimed at enhancing customer engagement through emails. Lastly, the addition of a timeframe—by the end of the fiscal year—ensures it is time-bound, giving a clear deadline for achieving the goal.

The other options lack one or more elements of the SMART framework. While the first option expresses a goal related to management buy-in, it is vague and lacks measurable outcomes, specificity, and a defined timeline. The second option establishes a measurable target of improving open rates by 2%, but it misses the specificity required to contextualize the goal, such as the type of communication and timeframe. The last option is overly broad, failing to define what "improve email engagement" means, making it non-specific, unmeasurable, and lacking a timeframe