Saylor URL: http://www.saylor.org/books Saylor.org
Figure 2.1 Steps to Executing an E-mail Campaign
Precampaign
Step 1: Strategic Planning
The first part of any e-mail campaign should involve planning around the goals you want to achieve.
These will probably be in line with the goals of your Web site, with e-mail marketing being used as a tool
to help you achieve those goals. As discussed in , you will decide on
the key performance indicators (KPIs)for your campaign as well. Promotional e-mails will usually have an
immediate goal:
- Users make a purchase
- Users download a white paper