As frustrating as it is to hear “It depends” when you need an answer, it’s far worse to get an overly simplified answer that flattens all the nuance out of a situation. Often, that’s the case with email marketing metrics.
Email opens? Clicks? Revenue? Chances are you’ve seen those held up as the end goal for email programs. And they may be for you. However, they’re most likely not. And even if one or more of those email marketing metrics are, they’re likely not the only metrics you should care about.
