Determine for what purpose the automatic campaign will be used. A few examples:

  • Converting prospects to customers
  • Retaining customers/building customer relationships
  • Expanding your customer base (upselling)

The goals described above are fairly general. You could also have a more detailed goal, for example: "Building a relationship through new newsletter subscriptions and ultimately converting them into customers". Or, "Re-activating readers who have not opened any mails in the last 4 months".