8 Common mistakes made in email metrics Par EmailGarage le 31 juillet 2013 à Email Marketing, Reporting, Tips Email marketing owes much of its success with marketers to metrics and reporting. No other channel allows you to track and trace your campaigns to a personal level and measure conversions with such accuracy. These are both highly effective techniques to fine-tune your communication. But be aware, there’s also something we call ‘metric deception’. If you interpret a metric in the wrong way, your decisions based upon this will be incorrect as well. For example: you are sending out e-coupons for free samples to a database of 100,000 people. If this campaign yields just one download, it’s a bad thing. If, for your next campaign you get 5 downloads, you’re still stuck with a bad campaign. But you can also make it sound positive by saying you have managed a 500% boost in conversion. Get our point?