When creating a new campaign in the Email Marketing app, one of the first steps in the wizard will require you to set one of two available campaign marketing goals, Clicks or Email Opens. Setting this will drive the overall metrics you hope to achieve and change the reporting to show your overall progress toward your goal.

• Clicks - This is the ideal goal to choose when creating a campaign designed to get people to interact with your email. For example, if you are sending an email about a new blog post that you want people to click to read. If you choose this goal, your metric will be total engagement with the email, meaning how many people click a URL in the email, forward the email, or reply.
• Email Opens - On the other hand, an email with Awareness as the goal is designed to be seen as many times as possible. This is a great goal for emails such as a newsletter where you just want it to be read often and by as many people as you can. If you choose this goal, the metric you will be tracking will be the number of times your email is opened (the average open rate).

It is important to have the end goal in mind for each new email so that you can properly track its performance. Once you understand the difference, you can choose the proper marketing goal for your campaigns!