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I will question a solid assumption for the sake of sparking a conversation: Does a higher open rate for a customer correlate to higher revenue generated by tha
by ErikAugust 13y ago
I will question a solid assumption for the sake of sparking a conversation:
Does a higher open rate for a customer correlate to higher revenue generated by that customer? Straight forward logic would suggest it does, but does it?
Here's an example: you are a SaaS business and you blast your paying but fairly inactive clients. What if all you are doing is reminding them to cancel?
Yes, it's anecdotal. But I have seen this happen more than once.
- michaelmior 13y agoCertainly this depends on the company. But good questions for people to ask themselves before an email blast.
- elie_CH 13y agoYes, the utility of the open rate is often misunderstood. e.g. if you want to track revenues, you should rather track conversions with Google Analytics (integrate the tags in the links within your email). The #1 use of the open rate is to measure how reactive your email subscribers are, and detect deliverability issues. e.g. if your open rate drops for all the @hotmail destination, you know have an issue with this particular webmail. Contrary to the click rate, the open rate is not an "absolute metric" because for example, some email clients would not load the images even if the recipient read your email. But still, it's very useful as it's the variations that matter.