"I was pleased to see that the new journal is aimed at managers in the field to better understand the benefits of supply chain management thinking. The journal is focused on delivering these developing best practices to practicing managers. There is a vast gulf between academic’s theory and managerial practice [and] your journal should be a timely addition."
Beyond open rate: Why it is time for e-mail marketers to think reach, frequency, impact social activation, social innovation
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Abstract: E-mail marketing is still dominated by a direct mail world view, with a focus on recency, frequency and monetary value (RFM) and a resulting fixation on relevance, timing and tighter targeting. As a result, e-mail marketers are trying and get subscribers to open, click and buy more often by sending fewer messages. Current performance metrics are both limiting and misleading. Thinking of e-mail as fundamentally a broadcast advertising channel shifts the focus onto reach, frequency and impact (RFI), unlocking the brand potential of e-mail.
Keywords: e-mail marketing, reach, frequency, brand