UK DMers Advance New Engagement Metric

Ken Magill

A group of UK Direct Marketing Association members have advanced a new metric they claim is the best way to measure email engagement.

Dubbed open/reach, the metric is the number of people who have opened a marketer’s email messages at least once over a given period of time, say a quarter or a year.

“It’s the cumulative unique open rate. Everyone who opens gets counted once...

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