Understanding Newsletter Metrics

In the BeTuitive Newsletter this month Sarah Eaton has written a great primer to help people understand the basics of some important email marketing metrics. Understanding delivery rates and open rates is key to measuring the success of your email newsletter.

Nowadays marketing professionals can describe themselves as both mystics and mathematicians. Now we have numbers rolling off spreadsheets and coming out of our ears.

When it comes to newsletters, there are certain numbers we're fed continuously. We cling to these numbers like we're drowning. (If they go away, we might be forced to consult runes and draw archaic symbols in the dust again.)

Now that we have numbers, we don't need anything else. Numbers don't lie. They are numbers, strong and solid and true. These numbers speak to us of our success or failure.

The above paragraph is unquestionably true, but only if you add the word "accurate" before the word "numbers" each time.

The trouble with measurement in the e-marketing world is that everything is so blooming complex. There are so many behind-the-scenes variables that go into creating that poor little number on your spreadsheet that taking it at face value doesn't really do it justice.

Here are just a few of those variables, stripped down for your skimming pleasure:

[read]

tags: BeTuitive | measure | metrics | sarah eaton
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