"One of the benefits of email marketing is the tracking and reporting available to see how people are interacting with the messages sent. This includes basic email metrics as well as click-stream reporting on post-email activity on the Website, where the conversion usually occurs. So it always concerns me when I work with consulting clients that don’t leverage this data to their advantage. Sometimes it’s an institutional failure to properly track and report. But too often it’s an individual’s lack of comfort or even interest in the data that is holding them back."