The E-mail Exposure ‘Ceiling’: Ways to Measure and Make it Work

* Do the math. As obvious as it may seem, by conducting some basic cost and revenue analysis, many companies neglect this basic measurement. “Follow your campaign statistics,” Kapur says, “know the costs involved and keep track of the revenues generated.

What’s more, find the point where an e-mail campaign creates a benefit in revenue and/or brand awareness that your company decides equals the cost of campaign and the more subjective costs of unsubscribes and complaints.