When setting expectations in email marketing, what must you establish?

Establishing the appropriate and contextual goal in email marketing is crucial because it sets the direction for your entire campaign. Goals help define what success looks like, whether that’s increasing brand awareness, driving traffic to a website, generating leads, or boosting sales. By clarifying the objective, you can tailor your content, design, and overall strategy to meet that specific goal. This ensures all elements of the email work towards achieving the desired outcome, leading to more effective campaigns.

While having an ideal open rate, understanding demographic details, and considering visual elements are all important aspects of email marketing, they don’t create the foundational framework for your campaigns like establishing a clear goal does. Goals inform the metrics you’ll use to evaluate success and help guide your strategy, making them essential in setting clear expectations for your email marketing efforts.