You are not alone!
Marketing is insane!

With the complexity and abundance of options and data to optimize the marketing performance most marketers rely on averages such as open rate, click-through rate and revenue, when making decisions.

In fact research shows that 58% of marketers rely on gut feel half of the time.

However marketing based on averages creates average results.
Marketing is a bit like sport, some people do it to stay fit and make sure they live long and healthy lives and others do it to win big.

The ones that do it to win big analyze everything, Calorie intake, sleep patterns, distance run etc.

You don’t win Olympic gold medals without analyzing everything you do, and it's the same doing marketing.

When you purely are focusing on revenue and opens and clicks rate, then you need to stop and think, what is the real value of e-mail marketing and the e-mail in general, adding to the customer journey?
When it comes to converting customers in most of the cases the Brand will get much more value of their e-mail marketing by nurturing their existing customers based on segments instead of focusing on Standard KPIs such as revenue.