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Takeaways From The Email Insider Summit

Strategies Without Metrics Are Only Wishes

Stephanie Miller wrote a great post over on the Mediapost Raw blog during this week's Email Insider Summit. Here are some clippings:

...Jim Sterne, the keynote speaker here at the Email Insider Summit today reminds us that strategies without metrics are only wishes. He quoted the oft heard quip, “Do not use stats as a drunkard uses a lamp post – for support rather than illumination.” ...

...Jim reminds us that the only three business metrics that count are increased revenue, lower expenses and increased customer satisfaction...

...The only way to improve response and revenue from email marketing is to create great subscriber experiences. It’s pretty simple - give your subscribers what they want (relevance, power, control, insight, fame) and they will give you what you want (revenue, response, engagement)...

...Email is a wonderful tool, and a great way to establish my reputation and build relationships. But it’s also the fastest way to destroy my reputation by looking like a spammer...

...The experiences we create must be important to the subscriber, not by what we as corporate messengers think is important. Everything we measure has to be about the customer not about the company...

Read the full post here.

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