Web Bonus: The Art and Science of e-Cultivation

While the value of measuring open and click-through rates continues to be debated, organizations are well-advised to monitor trends on these metrics. If a trend changes precipitously, adjust your strategies and tactics.

Improved performance
Benchmarking your key metrics against peer organizations can provide an accurate picture of how your strategies and tactics are performing across the sector. Be sure to compare your results against organizations in the same vertical segment, with a similar budget and e-mail file. To improve key performance metrics, consider these strategies and tactics: