Three numbers: 90; 10; 0.

90 is the percent of total time spent on an email campaign during which email marketers work on getting that campaign out the door.

10 is the percent of time spent in reporting and analysis.

And zero is the amount of time most marketers spend figuring out how to optimise a program.

I read this a few months back and it’s become a bit of a mantra here.  In fact, it was one of the grains of sand irritating us to produce the ‘pearl’ of the Jericho Email Marketing Metrics Report which you can download from our site now.

Read the original 90; 10; 0 post here.  Or, don’t bother – instead we could just go and get a Sharpie and tattoo those numbers on the wall over your desk.  Then everytime someone asks what they mean,we’ll have to ‘fess up what they stand for and remind ourselves that email is the channel with the ROI, the  trackable results, and the resources to ensure we can get better all the time.