This drives me crazy.
I keep hearing so-called planned giving experts congratulate themselves for getting phenomenal open rates from their e-blasts even though email open rates don’t matter whatsoever.
Here are 2 huge reasons why email open rates are meaningless.
The only reason to consider looking at open rates.
There’s really only one way to use open rates and that’s to compare two emails that are identical in every respect but have different subject lines. Then, if one garners a higher open rate, you’ll know that that subject line caused the increase.
So what should you track?
Next time a vendor tries to tell you about their open rates, ask them to give you stats on the true measures of success. They are:
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