I almost never link to white papers about online or email marketing because hey, they should pay us to advertise in our newsletter. But this time, even if it undercuts our profits I can't help myself. This one is so good.Catching Chameleons with Email
, authored by MindArrow's new head of marketing Jeanniey Mullen (formerly VP and GM of Grey Advertising), is a nine-page white paper that features some really useful metrics based on Jeanniey's years of experience in email marketing for many clients. She describes what your open rate and click rates should be. Plus, she also gives hard numbers on how screwing up your email campaign can hurt your brand. Read it and feel fear!