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 seventh post talks about understanding the most relevant success metrics. It speaks of how e-marketing goals can be different for different businesses. By way of example, someone may wish to measure success via direct sales revenue, while others measure success around customer satisfaction or retention numbers. And, of course, there are often very different e-marketing objectives for business to consumer (B2C) and business to business (B2B) organisations.
I hope you enjoy the article & can put to use the ideas here, as part of the larger series.