A few years back, a then colleague of ours gave an excellent overview of email marketing. Ranging from strategy to the mechanics of list & email design, the series elegantly captured the thinking behind successful email marketing programs. Rather than re-invent the wheel, I have shamelessly borrowed the best of his material to create a series on the benefits of a well planned email marketing program
The third post speaks to the idea of Key Performance indicators, or KPI's, being business led, not operationally driven. While data about "click-through" and "open rates" (etc.) will give good campaign feedback, it does need to be linked back to the broader picture.
I hope you, too, find value in this article.