Let’s start this discussion with a pop quiz about email marketing.

Would you rather have 25 percent of your prospects open your emails or 8.5 percent engage with them with a click or two?

The answer is both. Or neither. It depends on your objectives. If you sell via the internet, you may be more concerned with how many people click on a buying link and then how many of those follow through with a purchase transaction. If you’re looking for mind share to encourage...