Conversational Marketing |
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“Not everything that counts can be counted, and not everything that can be counted counts.”
While the origins of the above quote is still debatable (whether it came from Albert Einstein himself or someone else), its meaning is quite clear and it’s profoundly true in many situations including modern email marketing campaigns. As email marketers, we try to measure things in our projects by using metrics, but that’s only part of the difficult process. From our campaign dashboards to our email marketing contact lists, we have to make our metrics count, not just count them.
Melissa is the marketing communications manager at Neolane, Inc., assisting with the public relations, customer reference, and analyst relations programs. In her spare time, Melissa is on the board of directors for The Publicity Club of New England.