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Underestimating Email's Overall Impact
Within hours of sending an email, you know how many people opened, clicked, and purchased or converted. What is hard to measure, however, is all the other ways in which an email will actually affect your bottom line.
After years of sending email and analyzing results, I’ve consistently seen a huge percentage of recipients coming back, within three days, to purchase via another channel. I have also seen large percentages of consumers use an email-only offer code while calling to place an order, or consumers calling in not to use a promotion code but mentioning they received an email. In short, measuring the effectiveness of an email through initial clicks captures only a portion of the actual impact. Similar to television or radio, email contributes to the bottom line in a way that will never be completely quantifiable.
Spend time with more advanced analysis. Look at all the sales since a specific campaign, and track which people had opened or clicked on the email. The true impact of a single campaign will likely emerge. Email is an effective branding tool, helping consumers remember a company, even when they don’t open an email.