A recent Quris study found that nearly half of consumers surveyed reported that they have stopped doing business with companies altogether as a result of poor email practices. Similarly, the study
finds that over 57% of consumers have made purchases as a result of email. So sending "just one more email" is a double-edged sword: it may yield an additional sale, or it might drive a customer away
forever. The challenge marketers face is to predict which behavior each additional email will drive. To ensure that their email programs drive positive behaviors, marketers should measure email
relationship engagement over time (e.g., a history of opening, clicking and purchasing), and not simply track response rates to individual campaigns.
