What Slowdown?

The whitepaper recommends the following metrics to track ROI:
* total sales generated by marketing;
* incremental sales from existing customers generated by marketing;
* conversion rates; and
* time to conversion.

Use this information to ensure that successful programs are continued and funding for unsuccessful programs is allocated elsewhere. E-mail marketers are particularly well-positioned to provide marketing support during a recession, delivering highly measurable and targeted campaigns, the whitepaper notes.