Craig Kerr

Historically, many e-mail marketers have gotten by with poor metrics and suboptimal business practices because e-mail marketing was seen as a cheap communication channel where it was easy to make a profit. But in the current economic climate, every cost is under scrutiny. Are you simply looking at ways to lower costs or e-mail more people? That’s exactly the wrong thing to be doing. Now is the time to act like a sharp businessperson and consolidate your own standing in the process. Focus on Real Business Metrics Smart businesspeople focus on profit and loss (P&L) and return on investment (ROI), not just cost. Clearly