Don't Forget About Email's Influence
Instead of getting hung up on open rates, email marketers should be measuring the "level of influence their campaign had across its duration," asserts Mark Ash, director of media at eCircle,
in a column exploring the influence that email has over the purchase cycle. He argues that marketers need to think about email as part of a multichannel effort. Email works in tandem with social
media, television, online ads and the in-store experience and while the email may not be the final driver of a sale, it is critical to the overall sales process.