Curate By

  • Theme
  • Sector
  • Channel
  • Show All

Connect to


Email marketing continues to be hugely successful in building and maintaining profitable customer relationships.

This is in no small part due to the rich measurement that is possible for email marketing campaigns.

This document has been written to provide email marketers with guidance as to the metrics that are available, which metrics to use, when to use them and the dangers and pitfalls of numbers.

This white paper is not a glossary of metrics and their definitions, as these vary and for accuracy you should check the definitions of the metrics that are available to you. This document focuses on the bigger questions around the use of metrics such as what metrics are the right ones to use and are they accurate?

The intended audience is hands-on email marketers and marketing managers responsible for email marketing.


Join the discussion

Please login to comment.

There are currently no comments.

Related Articles

EU Data Protection reform is well and truly on its way, but how will marketers adapt to the new stricter regulations? It's not something to ignore and you can't risk non-compliance, so make sure you brush up on what's happening!

Email has risen to become the most frequently used channel for one-to-one contact with consumers. The versatility and flexibility of email means that marketers' use of the channel are only limited by their imagination.


If you hadn’t noticed, domestic and international data protection laws are changing, consumers are getting greater protection and some of the proposals are causing concern in some industries.

The European Commission’s draft proposals for modernisation of the 1995 data protection rules are designed to improve trust between consumers and businesses in order to improve trade by building “a new gold standard of data protection” which the Commission hopes will become the international benchmark for data protection.


As the comments surrounding the recent court ruling against John Lewis fly around fast and furious, I am concerned that everybody is weighing in without being in full possession of the facts.  I know that I don’t know what happened but what I do know is that the two scenarios that I have seen in the press are very different and therefore my opinion of the outcome equally different. I should point out that I am not a lawyer and am speaking from a best practice perspective. In most cases best practice exceeds the standards set forth in the law so by following best practice a marketer should never have to worry about running afoul of the law.