Basics of Email Campaign Development > Where to Begin >
Determining the Goals of Your Campaign
You may know that you want recipients to download your datasheet, but do you have a number in mind? Do you have a sales goal? Do you want a certain number of individuals to sign up for your newsletter? Decide what you feel would make a successful campaign as a benchmark for your efforts. Having solid but realistic goals in mind will make it much easier for you to determine if your campaign was a success.
In many cases, the goals you set may be exceeded. In others, maybe not, but they may uncover new goals for future mailings. For example, you may have initially wanted your recipients to download a whitepaper from your Web site. Instead of clicking on the URL to download the whitepaper, more recipients may have opted to sign up for the newsletter you are offering. As a result of this mailing, you may want to create specialized content in your newsletter that will promote your whitepaper. Or alternately, you may want to revisit the copy you used to describe the whitepaper, or change the name of your whitepaper to make it more enticing.
|