It’s time to stop boring people with how good your open rates and click-through rates are. Tell them what each and every person on your list is worth in dollars by measuring Revenue per Recipient (RPR). When you track the results of your emails down to the dollar, you track your own value down to the dollar.
From Marketing Land: Marketing Power Processes: Tracking Email To The Dollars by Brian Massey


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Power Process: Ignore Email Open Rates & Click-Through Rates
Revenue-Per-Recipient (RPR) Ties Marketing to the Money
Like trees in the winter, it’s important to prune and shape your email list.
Most email clients now show the subject line and the beginning of an email in the inbox view.
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Brian Massey
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