Why isn’t the Disaffection Index (DI) more popular with campaign marketers?

Many years ago, when self-proclaimed Email Diva and my own personal career doppelganger Melinda Krueger conceived of the Disaffection Index, my only qualms were with its name and acronym. She wrote about this campaign KPI in one of her MediaPost pieces. If I remember correctly, she even sent me a pre-read. I told her I …

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 …