Are you misreading your reports?

Some collect stamps, others beer mats. I collect statistical problems. This article discusses six of the less-publicized ways you might be misunderstanding your email reports.

Topics covered include...

Received/delivered emails are neither
Trumpeting low unsubscribe rates
Inactive subscribers that aren't
Unimpressive forward rates
Averages masking important variation
Underestimating active reader numbers

Feel free to use the comments to draw our attention to other report issues that get less media attention than they deserve...

More on email marketing statistics | Tags: email marketing metrics, email marketing reports

Permalink | August 01, 2007 | 0 comment(s)
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