The reason is that these numbers demand that you start tweaking. You can tweak a website or tweak an accounts payable policy and make numbers go up, which is great, but it’s not going to fundamentally change your business.
I’d have you obsess about things that are a lot more difficult to measure. Things like the level of joy or relief or gratitude your best customers feel. How much risk your team is willing to take with new product launches. How many people recommended you to a friend today…
What are you tracking? If you track concepts, your concepts are going to get better. If you track open rates or clickthrough, then your subject lines are going to get better. Up to you.
[Agreed. Now that measuring things is getting easier, deciding what to measure is important. In world where people espouse “measure everything” that firehouse quickly needs some arbitration.]
Source: Seth’s Blog