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Email Marketing in a Digital World by Jason Smith, Scott D. Swain, Richard C. Hanna

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CHAPTER 4

The Metrics of Email Marketing

One of the key benefits of email marketing is that it is highly measurable, and hence it is possible to determine return on investment fairly accurately and precisely. In this chapter, we introduce the established metrics for email marketing, along with some industry benchmarks. We will also recommend best practices to improve email marketing performance on these metrics.

How to Track an Email

Tracking happens in all commercial emails. The main method for tracking email activity is to insert an image that is so small (usually a single pixel, the smallest addressable element on a display device) that it is invisible to the naked eye. Recall, in the previous chapter, we discussed that an HTML email essentially ...

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