How engaged are your email subscribers?
It’s a question that plagues the minds of email marketers all around the nation. 20% opened your email, but did they read it? 5% clicked, but why didn’t they buy? How many clicked accidentally? Also, while we’re at it, how many people just opened your email because they wanted a zeroed-out inbox?
Unfortunately, standard common email metrics simply don’t tell us enough to understand the dynamics of your subscriber engagement specifics.
Most current day email marketers still lean on the reliable, standard metrics – open rates, click rates (CTR), and response rates. These are used universally for a reason, and shouldn’t be ignored.
Still, we can do better, as they simply are not robust enough to delineate engagement specifics that translates to more business.
For instance, open rate reveals almost nothing about how engaged your email subscribers are – actually, it may be somewhat misleading.
Don’t believe me?
That’s okay – let’s talk.
The Problem with Open Rate…
Since the early days of email marketing, open rate has paraded itself as one of the few know-all, end-all metrics to reveal how engaged your subscribers are. Recently, though, some unforgiving problems have come to light with open rate.
Chief among those problems is that open rate doesn’t measure how many specific unique persons opened your emails over a particular period of time, but how many total emails were opened. That might sound like a small, insignificant difference, but it isn’t.
Let me explain.