E-mail Campaigns: Do’s and Don’ts of Producing E-newsletters

Do determine a realistic goal for your e-newsletter program. Do you want to drive traffic to your Web site, alert customers to an upcoming catalog mailing or special offer, or impart information about complex products to your customer base? In short, start with the goal in mind.

Do determine how you will measure the e-newsletter’s performance. Based on your stated goals, discern what you will measure and how you’ll do it. For example, will you measure clickthroughs, sales, leads or simply how many newsletters actually were delivered? “Choose metrics that will demonstrate an actual return on investment,” Priebe suggested.