E-mail Webinar, Part 2: Play Up Links, Be Consistent with Type and Coordinate Landing Pages

4. Each message should have a goal. Before sending an e-mail blast, the following goals should be met, according to Ayan: Have

* an objective;

* a targeted audience;

* a desired response;

* a background and benefits;

* other requirements; and

* a design requirement.

Without knowing what you’re looking for in an e-mail campaign, how could you know if it’s successful or not? he asked.