About That Average Open Rate
Latest posts | Feed | By Mark Brownlow on September 28, 2006
This week it seems is metrics week. And the humble open rate comes in for some bashing from Loren McDonald in this article.
Despite the tone of the piece, Loren isn't against open rates as a metric per se. Instead, he's concerned that the way we typically look at campaign reports is too superficial. By focusing on a few traditional numbers, we miss the important stuff.
He outlines some examples of how we'd be better served by taking a closer look at those metrics we already use and introducing a few others we perhaps never thought about before.
Should make you rethink your approach to evaluating your email marketing results.
Despite the tone of the piece, Loren isn't against open rates as a metric per se. Instead, he's concerned that the way we typically look at campaign reports is too superficial. By focusing on a few traditional numbers, we miss the important stuff.
He outlines some examples of how we'd be better served by taking a closer look at those metrics we already use and introducing a few others we perhaps never thought about before.
Should make you rethink your approach to evaluating your email marketing results.
[This post brought to you by Campaigner Email Marketing]
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