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Email Marketing by the Numbers: How to Use the World’s Greatest Marketing Tool to Take Any Organization to the Next Level by Ali Sales, Chris Baggott

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What Should You Measure?

In Chapter 4, we focused on analytics with respect to subscriber engagement. In this chapter, we’ll get into greater detail on those analytics. First, let’s come back to the fact that, sometimes, it’s hard to know if what you’re measuring indicates good or bad results.

The most important lesson in measurement is to accept that you are only competing against yourself. Industry averages shouldn’t mean squat to you. How your competitors fare is useless insider information.

When measuring the success of your email marketing program, the only comparison you need to make is against yourself. Over time, are you getting better, or are you getting worse? You have the data at your fingertips, so now you just need to get a read on it. You really have an advantage here, because the speed at which you can receive feedback and implement changes has never been faster. This creates an endless circle of improvement, which is what testing is all about. I know you’re excited to learn more on that topic, so stick around because it’s in the next chapter. But for now, let me say that you should think only about incremental improvement for your organization.

Back in the “old days,” when measuring really was rocket science, it was easy to spend cycles obsessing over what your competitors were up to. Did they have some big tactic that might hurt you? Did they have more “exposure?” I would be naive to think that any of us can ignore our competitors, because monitoring is an important ...

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