Do email open rates matter?

Nope. Not really. Not much.

Instead of asking about open rates, you should be asking more important questions such as:

• Do our donors engage with our emails?
• Do they click on them?
• Do they go to the web page?
• How long do they linger there? Or do they bounce right away?
• Do they fill out a form while there, or donate, or sign up, or involve themselves in something?
• Have they been enabled so they can effect change and find meaning in their lives?
• And most importantly, have they been made to feel good?

Don’t let anyone tell you email open rates matter. They don’t; at least not very much.

Related Posts:

>>3 big reasons why email open rates don’t matter (and what you should measure instead)
>>2 big reasons why email open rates don’t matter

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