The AWCM Index reveals a 4% decrease in the total volume of emails received in February 2009 compared to January (down from 283 to 272). The February volume figure was also lower than in the last three months of 2008, but 13% ahead of September 2008, and 22% ahead of August (See Figure 1).
Figure 1: Monthly volume received
Open, click, conversion rates and revenue per email metrics can either be calculated based on the number of messages sent or the number delivered. Each one is perfectly acceptable, providing you consistently stick with one method. However it could be argued that basing your metrics around the number sent is more appropriate for acquisition than retention.
The people who receive your emails are most likely to examine its contents through a preview pane at the bottom of their inbox. So what should people see when you look at your email in their preview pane? And how can you make sure that your content gets the message across - however people choose to view it?