Loren McDonald explains how to use email metrics to find out how your emails are performing.

(tags: analysis metrics)

Many associations spend a lot of money and time developing what they call “consistent branding.” They have a look, they choose a stylebook, and everything they send out — print, email, online — follows the guidelines to a tee.

Unfortunately, it’s completely irrelevant. It may sound good in a meeting, it may make a nice checkbox in a strategic plan, but it doesn’t mean a damn thing. The point of sending something out is not to make you look good — the point is to get someone else to do something.

(tags: design)