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

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  • Quist, Dela

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.

Suggested Citation

  • Quist, Dela, 2013. "Beyond open rate: Why it is time for e-mail marketers to think reach, frequency, impact," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 1(1), pages 39-55, May.
    • Handle: RePEc:aza:jdsmm0:y:2013:v:1:i:1:p:39-55
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    More about this item

    Keywords

    e-mail marketing; reach; frequency; brand;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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