Tracking clicks and opens just doesn’t do it anymore; in today’s economy these metrics are too far removed from the end goal of a sale. They still tell us how well our campaigns are received, but as a standalone set of metrics to measure marketing effectiveness, they fall short.
So how should we measure ourselves? Our [...]

In a recent December 2008 study by B2B marketing research firm Marketing Sherpa, Email marketing to the in-house list ranks 2nd right after pay-per-click search ads in terms of lead generation ROI. While open and click through rates have been dropping slightly year over year (not surprising given the rising volume of email competing for attention), the gap compared [...]

We recently completed a successful email marketing campaign for one of our clients, and we thought it might be worthwhile to share some of the tactics and strategies we deployed. We classify a successful campaign as one that adds revenue to the pipeline. Its not just about key metrics such as high open and click [...]