A hundred emails are sent, and 95-98 of them get delivered. 30-40 are actually seen, 10-15 of those on a mobile device. 5-15 of those that received it will click through and if you are lucky, 1-2 will buy something. This process, repeated weekly over a year, can add up to a lot of effort to reach less than half your audience. Do you know what your aggregate reach is for this email audience? If so, what are you doing with the other half that just don't engage, or engage infrequently?