Glue Dots follows metrics to ensure postevent e-mails stick.(NetMarketing)(Glue Dots International)

Byline: KAREN J. BANNAN

Glue Dots International is a small company with a big reach. Its pressure-sensitive glue products are sold to industrial manufacturers as well as large craft stores across the country. The company sells through a network of distributor representatives who work with customers and create orders. To help those distributors identify new leads, Glue Dots attends seven to nine trade shows throughout the year. It also passes on leads generated by its Web site.

But Jenny Stagliano, Glue Dots International's marketing communications manager, said there was a problem with this practice: The company had no way of making sure distributors followed …