Email Marketing – Part 2: Aims & Objectives

Whenever you send out an email campaign you should have a clear objective in mind for it. So, ask yourself what you need to achieve with it: are you looking to get repeat business from existing customers, or perhaps you want to nurture leads. Once you have established this, set some more precise goals. If you’ve exhibited at a trade show and have collected contact details from new prospects, you could be sending them follow-up information, with the goal being that they request more specific details.