Email engagement: Often talked about, never defined

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Co-authored by Holistic Email Marketing’s Kath Pay

The need for engagement in marketing and in the case of this document, email marketing, is often discussed and seen by nearly everyone as important. No email best practice discussion is complete without a phrase like ‘sending campaigns that are relevant and produce high engagement’ is key.

This document is a discussion paper around a key element of email marketing that lacks any industry consensus and best practice. That is the definition of customer engagement in email marketing. Currently, the metrics used are often based on personal preference or availability rather than an agreed industry view.

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