To improve the impact of digital marketing and undo the damage caused by using inadequate metrics, we must find a high-margin, transactional product to sell and market. Currently, a major issue with e-mail marketing is the optimisation around transactional metrics rather than emotional metrics. It's essential to exercise caution in this aspect and shift our focus towards emotional engagement for more effective results. I think one should find an high margin, transactional product to sell and market, and then use good metrics to optimise its performance.