The way sales teams measure their success through email marketing is often misguided, focusing on metrics like open rates and response rates instead of revenue. To optimize for the right metrics, businesses should focus on tracking progress consistently and measuring the strength of their funnel, which includes every step from opening to closing a sale. By focusing solely on revenue-driving metrics such as demos set up, pipeline opportunities, and closed deals, businesses can identify areas for improvement and make data-driven decisions to increase sales. It's also important to track variables that affect these metrics, experiment with different campaigns, and analyze results using tools like Trello or SalesforceIQ to inform future marketing strategies. Ultimately, the goal is to create a data-driven email marketing strategy that drives revenue growth.