Tech Industry

Email Marketing Metrics: Measuring What Matters

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Executive Summary

There are a number of different pieces of information that can be gathered when using any reasonably good email broadcasting service. Although there is other mailing information that can be tracked, this paper deals only with the five primary measurements: the totals each of messages sent, message opens, click-thrus, bounces, and opt-out requests. Total number of items sent must be accurately counted, based on reaching each individual email address only once (you're always removing duplicates before sending, aren't you?!). Opens measure the number of people who actually view the message using their email program.

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