As an email marketer, I’m constantly looking for ways to achieve an increase in effectiveness of the emails I’m sending on behalf of myself and clients. Even a 1% increase in click rate could equate to 1,000+ individuals for some large blasts. By influencing those extra people and engaging them to click and engage with the content, the chance that they make a purchase goes up significantly. Without action there is no ROI to measure. They are a meaningless subscribe. If they open however, one can attribute that back to influence and transactions.