Email metrics and measurement - white paper

Email marketing continues to be hugely successful in building and maintaining profitable customer relationships.

This is in no small part due to the rich measurement that is possible for email marketing campaigns.

This document has been written to provide email marketers with guidance as to the metrics that are available, which metrics to use, when to use them and the dangers and pitfalls of numbers.

This white paper is not a glossary of metrics and their definitions, as these vary and for accuracy you should check the definitions of the metrics that are available to you. This document focuses on the bigger questions around the use of metrics such as what metrics are the right ones to use and are they accurate?

The intended audience is hands-on email marketers and marketing managers responsible for email marketing.

email_metrics_and_measurement_-_whitepaper.pdf