While the origins of the above quote is still debatable (whether it came from Albert Einstein himself or someone else), its meaning is quite clear and it’s profoundly true in many situations including modern email marketing campaigns. As email marketers, we try to measure things in our projects by using metrics, but that’s only part of the difficult process. From our campaign dashboards to our email marketing contact lists, we have to make our metrics count, not just count them.
We rely on metrics and analytics to give us snapshots of our campaign and its components, but we’re still the ones who have to interpret, filter, and act on the picture they provide. Our campaign dashboards can only tell us how fast we’re going, how far we’ve gone, or if there’s still gas left in our campaign; it’s our task to steer the whole thing to where we want it to go as well as decide how to get there.