• by Wayne Friedman , Staff Writer, December 11, 2012

Buying your products? That might be seemingly working. But emails? Not so much. 

Spencer Kollas, director of global deliverability of Experian CheetahMail, during the Email Insider Summit in Park City, said clients need to look closer. 

Kollas points to some clients who say customers are buying in their stores -- but they aren't opening up emails. "You have to make sure you are looking at email engagement." But just observing opens, clicks and unsubscribes?

That may not be enough. "As an industry we need to push to look at all other things."