Better Email Engagement Metrics Needed
At the MediaPost Email Insider Summit, Experian CheetahMail's Spencer Kollas echoed thoughts by Innovyx's Derek Harding that the email industry could use much better metrics on engagement beyond open rates and click-throughs.
"It's the proxy," Kollas said, suggesting that's because there isn't anything else available to gauge engagement.
Kollas spoke about the evolution in email about frequency. A while ago, it was thought one email a week could lead to burnout. Then, GroupOn and LivingSocial started mailing to an entire list every day and now all marketers want to follow that because they see GroupOn's revenues. "Just mailing more to the same-old, same-old is not a good idea," he said.