How to Use E-Mail in a Down Market

Focus on Real Business Metrics
Smart businesspeople focus on profit and loss (P&L) and return on investment (ROI), not just cost. Clearly demonstrate that e-mail marketing is central to the future success of the company by implementing a broadly agreed upon ROI model. This allows e-mail marketing to achieve its full potential by providing insight into the return the company gets on the money it invests in the channel.