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Email Marketing Research E-mail Metrics: What Are You Angling for?
E-mail metrics can provide tremendous insight, but they also can be incredibly misleading.
PHILADELPHIA, PA (September 27, 2007) - Statistics can be made to say just about anything. In this way, e-mail metrics are a little like "MySpace angles." For the uninitiated, "MySpace angles" refer to pictures posted on the site that are taken at appealing angles, specifically to make the subjects appear more attractive than they really are.
E-mail metric "angles" don't help anyone. They might look good in reports, but your e-mail results won't benefit. To understand why, it's important to understand the basics of metrics.
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