8. Test, Measure, Test, Measure, Test,...

Continuous testing allows you to improve your efforts over time. Measuring click-through is a valuable tool, but don't rely on it exclusively. Your goal is not to get clicking customers but rather to generate satisfied customers who repeatedly sign up for your conferences and recommend you to others.

In addition to tracking click-through rates, measure your conversion rate, which tells you how many of the recipients actually took the action you expected.

This still does not track customer satisfaction. Repeat purchases in response to your campaigns can serve as an indicator of customer satisfaction. To get a better understanding of how satisfied your customers are, also conduct independent surveys or focus groups.