A great strategy for defining goals is focusing on a small number of metrics and picking one as your “North Star.” Your goals for the next 90 days should also be broken into weekly and monthly targets.
For instance, if your CTR is less than 5%, your goal could be lifting it by 10% each week. (A normal CTR is around 6-8%, and anything higher is considered good.) Each week is a new opportunity to try out segmentation strategies, build new campaigns, and experiment with new ways of engaging your users.
Worst practices for setting goals, brought to you by Dilbert.