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HOW TO: Measure email marketing and understand metrics

Getting your email out there, making sure it gets read and doing all you can to guarantee its relevance is just the start. Businesses that really understand email marketing know that the key differentiator is the ability to track, measure and tweak.

In fact, without proper scrutiny of data there is little chance of ever becoming a successful email marketer. Unless you really understand your audience and how it interacts with your campaign, you are never going to refine the communication, to improve the design, to craft the truly targeted message.

Much has been made of email's ability to be tracked and measured. It is often cited as one of the key advantages of marketing through the medium. However, most marketers are not drilling deep enough and exploiting the true potential of the facts and figures at their disposal.