Useful e-marketing metrics factor in outcomes

Open rates - how often recipients click "open" for e-mail marketing messages - continue to be the primary measuring stick of e-marketing campaigns. While they do provide a fundamental benchmark, making any connection between open rates and business impact is difficult. Like dusting powder on fingerprints, new e-marketing traking tools are out now that make vital information visible. Certain tools and feedback loops can show e-marketers which content customer segments are interested in by disclosing viewing patterns, which are then automatically turned into rich, detailed reports that clearly define customer trends and preferences. Placing value on learning is not an easy thing for companies to do, but it's critical for evaluating the true return on investment of marketing initiatives.