When sending emails and setting goals, you want to go beyond checkpoints of activities for your goals. What are examples of checkpoints of activity?
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Outcomes of the goals are the checkpoint of the activity.
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Deliveries, clicks, and opens are metrics - checkpoints of activity - not goals. For example, say that the goal of your email send was to get readers to download a whitepaper. Every single part of your email should be designed in a way that articulates the value of doing that one and singular action.
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