It's Not What You Measure, But How You Use What You Measure

I had an interesting discussion at the DMA with someone I have known for quite a while about email marketing metrics. As a long time email service provider we deliver a comprehensive suite of metrics that marketers can use to learn about the results of an email campaign, and more importantly, improve their results on future mailings.

I entered the direct marketing arena years ago because of the ability to test, measure and improve marketing results. It's been my observation that most email marketers, look at their results, but don't always take proactive action based on those results. In a conversation yesterday with JupiterMedia analyst David Daniels. According to Jupiter's research, only 39 percent of the companies that use external email service provider's to send their mail make use of the data collected on click rates, and 41 percent use data collected on open rates. These two elements, while simple can add tremendous power to future mailings and campaigns. If you're sending email, take some time to explore the metrics provided, and how you are using the data that flows from those metrics. If you are puzzled by it, don't hesitate to call Subscribermail for some help.