I would recommend several critical steps that companies need to implement in order to launch a robust email component. If you're running a content site, your goals will be different from those of an e-commerce site. The infrastructure was built accordingly. Simply put, this is the step that evaluates the various segments of your list. It also will help determine which types of offers should go out.
All systems go.
The final message is sent. As the days go by, all inbound responses are collected. There are a variety of behaviors that you can track, such as how many recipients opened the message, which specific links were clicked, how many emails were forwarded, how many recipients made a purchase and more. You make the call as to what information is important to your goals. Even if you're using a third party, this step is most effective when you, as the marketer, have complete access to the reporting system.