Tip Sheet: Measuring E-mail Performance: Understanding the Metrics


By Louise Dixon The performance of e-mail campaigns is one of the easiest public relations activities to measure. But, according to Jupiter Research, a quarter of all marketing and public relations executives either don't bother to measure their e-mail performance or are unsure what the various metrics mean. Internet Retailer reports that 18.7% of bulk e-mail senders don't even know what their open rates are. If you're among those not tracking performance, you're most likely diluting your results.

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