Why you should check open rates by domain
Latest posts | Feed | By Mark Brownlow
Some people still think open rates are a waste of mental energy. But here's another reason why you should worry about them...
...if you check open rates for specific destination addresses (all @yahoo.com addresses or all @companyABC.com addresses), then a huge deviation from your average might hint at a deliverability problem.
Unless that address group makes up a big proportion of your list, a 0% open rate for those addresses wouldn't change your total open rate too much: you'd never notice the problem.
A case in point: MarketingSherpa discovered problems with getting HTML emails delivered to BellSouth addresses thanks to just such a check. They switched those addresses to text-only and the problem was solved.
(Incidentally, according to the article you might be having the same issue with your BellSouth addresses.)
More on open rates | Tags: email marketing, open rates, email deliverability
...if you check open rates for specific destination addresses (all @yahoo.com addresses or all @companyABC.com addresses), then a huge deviation from your average might hint at a deliverability problem.
Unless that address group makes up a big proportion of your list, a 0% open rate for those addresses wouldn't change your total open rate too much: you'd never notice the problem.
A case in point: MarketingSherpa discovered problems with getting HTML emails delivered to BellSouth addresses thanks to just such a check. They switched those addresses to text-only and the problem was solved.
(Incidentally, according to the article you might be having the same issue with your BellSouth addresses.)
More on open rates | Tags: email marketing, open rates, email deliverability
Permalink | March 05, 2007 |
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