Click-through, deliverability reign as e-mail metrics: survey

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While more than 95% of e-mail marketers measure their e-mail campaigns, only 57% measure results 24 to 48 hours after deployment, according to a new report by e-mail marketing metrics site's first State of Email Metrics survey.

The survey, sponsored by Web-based mail services firm Campaigner, measured interactive marketing professionals' current views on the importance of e-mail marketing metrics and the biggest challenges and focus areas for 2008. It also found that only 18% of these marketers indicated that they measured results on an annual basis.

In addition, professionals ranked click through rate and deliverability as the most important metrics to track. Metrics surrounding total subscribers and forwards were among the lowest ranked metrics in terms of importance.

Interestingly, only 50% of the e-mail professionals surveyed reported that they use metrics for budgeting and forecasting purposes while 35% of professionals cited that they do not use metrics for budgeting. The remaining 15% were unsure.

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