Metrics that matter > Email Open Rates

Do email open rates still matter?

Metrics that matter > Email open rates

In its basic form, the open rate metric tells you how many messages were opened by recipients.

Is this enough though? And is it even accurate? There are so many email clients out there that it is really

I also find it poor form to put tracking pixels in emails. Whilst I'm all for clever tactics, if find tracking pixels just a bit too sneaky (and scummy).

Three, much better, metrics to track would be 1. Number of replies, 2. Number of clicks on your call-to-action (if you have one) and 3. Number of unsubs. I think those are all that matter.

Here's my thinking

• 1. Number of replies: If it's a reply then it means they have actually read the email and have some opinion on how to response to it. Even negative responses can be good because it teaches you never to write that email ever again.

• 2. Number of clicks on your CTA: Clicking on your link means you've gotten their interest.

• 3. Number of unsubs: This is also a great gauge of whether your email is actually useful to your recipients or not. Further work could be spent clustering/segmenting those recipients that have unsubbed vs didn't unsub.