Commentary

An Insight Trio

Jim Sterne, the founder and president of the Web Analytics Association, delivered the keynote address Tuesday. Asked later in an email exchange to list three points email marketers should take to heart, he responded succinctly:

1. Test and measure continuously.

2. Know the value of acquiring an email address so you know how much to spend.

3. Convince your management by showing them that which matters to them, not to you.

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