Effective messages have real goals that focus on the change desired in users, such as increasing usage or conversion rates, rather than just intermediate metrics like open rates or click-through rates. Different messaging scenarios require different levels of interaction and commitment from users, and having a clear goal in mind informs the focus of the message. Real goals should prioritize change over stats, with examples including onboarding and engagement, new product improvement, announcements, newsletters, surveys, quizzes, research, or questions, each requiring distinct metrics for success. Ultimately, knowing what you want to achieve before engaging customers is crucial for structuring messages and achieving desired results.