Email is dead, long live email! With all the changes in privacy, tracking and web standards, most email open rates have gone to pot. Some people are fretting about this, because, well, they have yet to learn that a “rate” is almost utterly useless when it comes to measuring performance objectively. There are so many fundamental differences that affect the “rate” that is it best only used as a very broad general indicator. If you are using Open Rates as a KPI, or giving them more than a glance, you are doing performance measurement wrong.
The figures you should be using instead? Actions, such as tracked revenue, tracked traffic, or tracked conversions using UTM tagging, or other URL magic to ensure you know the actual definable outcome of sending people mail.
I have seen recently, email providers mutter about managing lists & sends to maintain open rates, which is great for them as it means slightly less junk mail being sent through their networks, but if your open rates go up, but revenue stays the same, you’ve undertaken a lot of effort to make someone else’s figures look good, rather than focusing on driving more actions and outcomes from your comms. Seriously, talk to me about email and CRM
, or even Analytics and Performance