- What is this e-mail's business goal?
- What activity do I want the reader to perform after they read my e-mail?
- How can I measure whether they performed this activity?
As my team knows that I am fond of saying, "all roads lead back to the web." Web traffic is the most measurable metric available. In my mind, every e-mail should push people to your web site. Whether you are establishing your brand, developing leads or selling a product, every online marketer's goal is to get e-mail readers to their web site.
Once on your site, depending upon the depth of your analytics tool, you can track their activity by looking at your web logs.
By the end of an e-mail campaign, we online marketers should be able to report, "we sent XXX number of e-mails. Of those, XX visited our web site."
That is the true measure of e-mail success.