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

Dela Quist

Journal of Digital & Social Media Marketing, 2013, vol. 1, issue 1, 39-55

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 to 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 (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2013
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