For so many years, marketers have relied on opens to be the primary indicator for success without really thinking about what a successful campaign truly is. From a marketing standpoint, opens loosely correlate to ROI, but do we care if an individual has opened an email but never clicked through to potentially make a purchase?
From a deliverability standpoint, opens do mean an individual is engaged and can help build a reputation. However, ISPs have been weighing clicks significantly more in that regard for years. My challenge to you all is to dig deep into your customer data. Use things like sign-up dates, click-throughs, previous purchases, website interactions, and anything else under the sun to keep personalizing content.
Whether you are a marketer, strategist, CEO, or just the person that hits send, we need to adapt and look at the abundance of other metrics to stay ahead of the game. I think someone famous once said, “If your emails aren’t forwarding, you’re bouncing back,” but someone more famous said, “If you’re not moving forward, you’re falling back,” and that’s what we should all plan to do.
For more deliverability knowledge on laying the proper framework for your email marketing, check out our Holiday Guide to Email Deliverability Success and contact one of our experts today.