Measuring Success by "Emails Opened"
- "Opened" only happens when an email application displays the pictures within an email. When a subscriber reads your email with the images "blocked, or "images off," this is not recorded as "opened." *blocked images: when an email application is set to disallow automatic appearance of all images within the emails received.
- 59% of online customers routinely block images. – MarketingSherpa (2007)
- This means that whatever number of emails are showing up as "opened," there may be half as many more than that who have read the message.
- Try measuring "emails opened" over time, set a goal to increase the average number.
Expectations for an email campaign should be related to business goals. Just like the sales rep, these goals should be tangible. For example, do a short survey to collect feedback on how well customers like your newsletters. Query conference attendees to learn how many are there as a result of the email announcement. Check sales data to determine the relationship between actual sales and your email campaign. Ask the receptionist how many calls came in the afternoon of an email delivery.
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