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".