You're a Growth Manager at a D2C e-commerce startup launching a new digital marketing campaign.
Based on best practices for documenting new campaigns, evaluate the following actions:
- Action I: Before launch, specify that this is a middle-of-funnel campaign aimed at increasing engagement with existing email subscribers, with a goal of boosting click-through rates by 25%.
- Action II: Document the campaign's creative strategy, explaining how personalized product recommendations based on past browsing behavior are expected to outperform generic emails.
- Action III: After the campaign, note that while click-through rates improved by 20%, conversion rates unexpectedly dropped, and discuss potential reasons with the team.
- Action IV: Adjust the campaign goals post-launch to focus on increased website traffic instead of engagement, as the initial targets weren't met.
Which actions align with the best practices for documenting new campaigns?