Whether you are starting a new campaign or revising an existing, setting goals should be the first step. Basically asking yourself 'What you want to accomplish'. This can be as simple as wanting to 'Increase sales'. But narrowing that down to increasing sales of a specific product or targeting a potential demographic will help better focus your plan. Also consider what your KPI’s are going to be for the campaign. That will help determine your goal.

I have always found it helpful to loop in more people upfront versus downloading them later. Communicate your goals, run through various ideations, assign next steps of who is doing what and evaluate your priorities. 

Do you have a budget? Is there a timeline for certain deadlines? upcoming events or holidays? Who can be a point-of-contact? How is the progress tracked? All these should be discussed within a group to make sure every is on the same page.

Choose the right strategy that fits what you can execute. Be ambitious, but be realistic. Be sure to track your progress throughout the campaign and after nerding out over the number of click-throughs, new subscribers, open rate, cost per acquisition, etc - Evaluate your success.

Figure out what people reacted to and how that can be improved. Make sure results are recorded, organized and saved to track overtime. If or when you relaunch, you want to be sure to have those details on hand.