The success of most e-mail programs is judged based on either campaign-level metrics like open, click and unsubscribe rates, or list growth. Under this situation, goals such as “increase list size by X%” and “improve relevancy by increasing click rates” are often used as default key performance indicators. The problem is, list growth and campaign performance metrics are good diagnostic tools, but don’t fully capture what should be the central focus of any email marketing program: maximizing the ROI from your list. More»