links for 2009-12-06

• Are You Leveraging Your Metrics For Maximum Benefit?
  Loren McDonald explains how to use email metrics to find out how your emails are performing.
  (tags: analysis metrics)
• Our Emails Are So Pretty, Our Messaging So Consistent … I Wonder Why Everybody Ignores Them?
  Many associations spend a lot of money and time developing what they call “consistent branding.” They have a look, they choose a stylebook, and everything they send out — print, email, online — follows the guidelines to a tee.

  Unfortunately, it’s completely irrelevant. It may sound good in a meeting, it may make a nice checkbox in a strategic plan, but it doesn’t mean a damn thing. The point of sending something out is not to make you look good — the point is to get someone else to do something.

  
  
  (tags: design)