Beyond open rate: Why it is time for e-mail marketers to think reach, frequency, impact social activation, social innovation

Author(s):

Dela Quist, Founder and CEO, Alchemy Worx

Journal:

Journal of Digital & Social Media Marketing

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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

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Publisher:

Simon Beckett

First Published:

2013

ISSN (print):

2050-0076

ISSN (web):

2050-0084

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