Research indicates that while the number of eblasts and newsletters from businesses is on the rise, receiver activity – opens, clicks, and purchases – are down.

Email volume from businesses to their consumers rose 9% from 2013 – 2014, but 

  • overall opens are down 3%
  • overall clicks are down 14%

Here’s where it gets tricky: “opens among active email subscribers have increased 6% year of year,” says Ginger Conlon.

The bottom line: your email marketing ROI should produce not one but TWO metrics: overall ROI and active email subscribers ROI. It’s the latter who are your quality leads who are most likely to become qualified prospects for your services.

Read the full article at Direct Marketing News.