5/7/2013

E-mail marketers should go beyond the meaningless metrics attributed to individual campaigns and determine if the overarching goals are being met, Karen Talavera writes. Look closely at who exactly opens e-mail to form a responder segmentation analysis. Examine the cumulative actions of the e-mail list over time for insight into e-mail subscriber engagement. And consider how e-mail campaigns contribute economically to various channels of your business.

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