Does “Engagement” Matter for Email Marketing?

Today in a private forum some friends, all of them involved in one way or another with the email marketing world, were discussing a new post on the Only Influencers email blog. In that post Bob Frady (an email marketer) expresses his approval of comments by Dela Quist (another email marketer) that dismiss the importance of “engagement” in email marketing. For those who are not familiar with email marketing terms, “engagement” means the degree to which recipients of marketing email open, read, and respond to the offers presented to them.

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