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Author: Kath Pay
Kath Pay is founder & CEO of Holistic Email Marketing and a contributor to Econsultancy. She also is the Trainer for Econsultancy's Advanced Email Marketing and Email Marketing courses and has authored Econsultancy's "The Fundamentals of Email Marketing" report.
It sounds obvious but so many of us forget to focus on the objective whatever we are working on, an email campaign, a newsletter series or a solus email.
If you state your intent from the off, your path and destination (usually to conversion) are set.
It often helps me to think of my objective as being two sides of the same coin. My aim is to sell to interested customers and those same customers are also looking to make a purchase of the product I am selling.