NTEN Webinar Roundup: Stepping Up Your E-mail Marketing, Part 3

Your story is not your life story or your organizational history; it is the specific thing you want to say today.

2. Goal
Driving traffic isn't the right answer, Fignar said. Understand what people want to do and what you want them to do.

3. Measurement tools
Determine what metrics you'll look for and what measurement tools you'll use to tell whether or not you were successful.