At this point you should have a solid base for a regular newsletter as well as an educational email or similar (cart abandonment, welcome series, just to name a few that we've mentioned).

Putting your campaigns live is the start of a powerful marketing process and, with these two campaign types combined, you should see regular and consistent improvements in your marketing figures. One of the best things about email is that it is not only direct but that it can be automated and this means you can convert whilst you sleep.

The trick to ensuring long-term email success is, as much as anything, ensuring you are measuring everything.

In this section we'll take you through how to measure the various metrics related to email, waht to look out for and where to watch out.