Commentary

Keeping KPIs In The Client's Court

What’s the least intelligent question a client can ask his or her email pro? How about, “What are our KPIs?” Right. That query recently took the wind out of Kara Trivunovic, VP of Strategic Services at email marketing firm BlueHornet. “I can’t make that decision for you!” Trivunovic thought to herself, as she recalled the recent exchange to attendees of MediaPost’s Email Marketing Summit on Friday. Still -- while such decisions are ultimately up to individual clients -- Trivunovic admitted that choosing the right performance indicators can stump the more experienced marketers. Not only do they change from campaign to campaign, but the most relevant indicators can shift from email to email, she said.

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