What is the value of the open rate and what does it truly measure? Chris Wheeler, Bronto’s Director of Deliverability, and I share our thoughts on the topic in the video below. In it, we review why open rates are a popular success metric for email marketing, the impact of opens on deliverability, and where we feel the industry should be moving toward when looking at open rates.
Key Takeaways:
- Focus on long-term engagement with contacts and go beyond measuring success by open rates alone.
- Open rates are an unreliable metric – there are too many factors influencing the metric like image suppression and mobile devices.
- Provide quality content and maintain a quality, permission-based list to keep engagement metrics high, which will directly impact deliverability and inbox placement.
- Change mindset around priority of metrics from (1) Opens, (2) Clicks, (3) Conversions; to
- Action/Engagement
- Conversion
- Opens to properly measure success of your email program.
- Remember that opens are a means to an end - an open, by itself, doesn’t make you money if it’s not followed by an action.
Additional resources:
What are your thoughts on open rates? How much stock do you and your business place on the metric?
Kelly Lorenz
Email Marketing Strategist at Bronto
@KNLorenz
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