The pandemic period placed a renewed emphasis on the email channel – and indeed all personalised customer comms – but, says the DMA’s Tim Bond, traditional metrics like open rates and click-through rates mean little if they cannot be tied back to meaningful commercial outcomes for an organisation.

Why it matters

Email remains one of the most engaging channels across most socio-demographic profiles, but it hits its peak when used in conjunction with other channels in a well-balanced marketing mix. The trick lies in finding the right measurement metrics which reflect its true performance and which are of use to...