Not Every Email Has to Drive Sales - Immediately
"There needs to be maybe some new metrics or new way to be thinking about it," he said.
There are some brand-building advantages that can lead to purchases later. So an email, maybe with some valuable content that's not overly commercialized, can prompt purchasing with a follow-up email maybe with a 10% discount offer.
"What does that engagement do to the overall lift to the next email that goes out," McDonald said.