E-mail's feedback metrics help marketers improve campaigns

03/21/2012 | BtoB Magazine

The beauty of e-mail marketing is how easily the effectiveness of the campaign can be measured and tweaked over time, writes Chris Chariton. Tracking soft and hard bounces can help clean up your list. E-mail open rates, unsubscribes and click-throughs can aid in measuring campaign relevance. And the conversion-rate metric can help marketers determine the strength of their offer.

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