BtoB: How can e-mail marketers improve ROI in their e-mail campaigns?

Dave Lewis, CMO, Message Systems: May 21, 2009 - 10:44 am EDT

When looking at campaign ROI, marketers should closely examine both parts of the equation—the return and investment. The first is the return the campaign is yielding. The second is the cost associated with gaining those results. Both are important in determining if a campaign is achieving the apex of its potential.

The ultimate goal is to minimize costs while maximizing return to find out how