9 steps to executing an email campaign- Step-1 (Strategic Planning)

1. strategic planning

The first part of any email campaign should involve planning around the goals you willneed to achieve. These will probably be in line with the goals of your web site, withemail marketing being used as a tool to help you achieve those goals. You will decide on the key performance indicators (KPIs) for your campaign as well.Promotional emails will usually have an immediate goal:

• Users make a purchase
• Users download a whitepaper
• Users request further information

Newsletters tend to focus on longer term goals, and so your KPIs become more important here.
KPIs include:

• Open rate
• Click-through rate
• Number of emails forwarded
• ROI

A successful email campaign is most likely to be the one geared at retaining and creating a long term relationship with the reader. Know your audience! They will dictate the interactions.