The majority of email marketers and the executives who manage them said in a Jupiter Research survey that email is the highest ROI channel in their marketing mix. Good news, right? Maybe not.
Senior Analyst David Daniels sagely interprets that stat as industry complacency. I work with many smart email marketers who are still only able to do very basic targeting, and we all know from our
own programs and our inboxes that the vast majority of commercial email today is still batch and blast. Clearly, we have a long way to go even to embrace simple segmentation. So "settling" for
today's response rates is not good enough. David says, "When 20% of your file opens your email message, that means 80% didn't find your email relevant.' Certainly there is a missed opportunity
here. However, more important is not the engagement rate per message, but the engagement rate across the file. No one will open every email, but that doesn't mean they don't want to hear from you.
John Stichweh from Coke gave the CPG point of view - any from/subject line in the inbox is a branding opportunity, a chance to let the consumer know they are valued and well regarded. The better
metric here is to look at the profile and vintage (age of subscriber) of the non-responding portion of your file. Try to re-activate with these subscribers before they are lost to you.
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