For marketers to be successful and improve their ROI they must first set goals. But keep in mind that no two marketers' goals are alike.

An audit of your email marketing operations is a relevant and timely process for most marketers, and we have dug deep to get insight from some of the leading email marketing experts in the country. Our email marketing experts -- some of them, like me, regular iMedia Connection contributors -- are:

• Are you looking to increase revenue, expand your list size, drive traffic to a Web site, or all of the above?
• Set a departmental meeting to fully understand the overall goals of the organization.
• Be sure to include a representative from the sales, marketing and public relations teams to gather as much information as possible.

Next, create a strategy that not only meets your needs but also meets the needs of your recipients.

• If your overall goal is to drive revenue and your recipient has signed up for an informational monthly e-newsletter that details decorating on a budget, provide it. You can include a link to your product if it is relevant, but don't turn this outlet into an e-mercial.
• If your overall goal is to increase your list size, consider including a "forward to a friend/colleague" option and a link for that friend or colleague to sign up for the e-newsletter as well.

For whatever goals you set for your email campaigns, remember it is the tiny details of your overall strategy that will define your success.