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Basics of Email Campaign Development > Guidelines for Creating a Successful Campaign >

Determining the Goals of Your Campaign

You might 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 makes it much easier for you to determine if your campaign was a success.

In many cases, the goals you set might be exceeded. In others, maybe not, but they might uncover new goals for future mailings. For example, you might have initially wanted your recipients to download a whitepaper from your Web site. Instead of clicking the URL to download the whitepaper, more recipients might have opted to sign up for the newsletter you are offering. As a result of this mailing, you might want to create specialized content in your newsletter that promotes your whitepaper. Or alternately, you might want to revisit the copy you used to describe the whitepaper, or change the name of your whitepaper to make it more enticing.


Published: August 19, 2009