When is an email click-through not a click-through? Think “unsubscribe”

When is an e-mail click-through not a click-through? When they’re telling you to kiss off!

It’s hard to believe it’s been nearly a year since I had lunch with my friend and long-time career doppleganger, Melinda Krueger, and she told me about her latest email metrics discovery. It was a way to take into account the click-throughs that people register from your emails when they are in fact clicking through to unsubscribe.

She described it, and it made perfect sense. Melinda’s formula in many cases would take meaningless data and actually tell us something. Specifically, it measures the power of a specific offer or message to cause a segment of your email audience to decide that enough is enough.

She was thinking of calling it the DI, the Disaffection Index. Personally, I thought something a little more dramatic was in order for a metric that could enter the email lexicon. I suggested, because it measured their very last click-through with you, the LCI — the Last Click Index.

She thought otherwise, and DI it remained. Do read this article, and the other articles and advice that Melinda provides as MediaPost’s “Email Diva.”

Published by Jeff Larche

With a background that includes direct marketing and customer relationship management (CRM), Jeff Larche brings an unusual approach to his work. What these other two disciplines have in common is database marketing, and they continue to strongly influence his work as marketing technology leader.