The first is open rates. Since both my e-zine and e-mail marketing messages are text, I can’t measure open rates.
I could convert my text e-mails to text in an HTML shell, which would enable me to track open rates. But why? As long as an e-mail is profitable, generating a lot of sales, what do I care how many people opened it? After all, in direct mail, we only know how many people responded by returning the order form with payment. We have no idea how many people opened the envelope or whether they read the contents.
The second metric I don’t care about is page views: what pages of my Web site are visited most, how many minutes the average visitor spent on each page, which pages people returned to, and so on.
Again, my concern is whether the Web...(register to read more)