Have We Gone Metric-Mad?
Open rate, acceptance rate, click rate, read rate, spam complaints, conversion rate, delete not read, inbox placement rate and more besides. Sure email has plenty of metrics. But have we let all these numbers distract us from considering what's actually important? Have we gone metric-mad?
All email experts agree customer engagement is important and the need for relevance, "right person, right time, right message", is almost a set phrase in email circles.
What is much less clear is what anyone really means by an engaged customer? How is engagement defined...