Are Your Open and Click Rates Accurate?
Writing by Brick Marketing on Monday, March 10, 2008
It seems like a fairly simple thing to look at your open and click rates and see how your email marketing is going, but unfortunately it´s not. There are a lot of factors that affect your open and click rate and they could be causing you to be getting inaccurate numbers.
Invalid emails. It happens in every list, someone wants the free ebook but not the newsletter, so they toss out a useless email or one that they later cancel. These emails will just cause bounced newsletters and make your open and click rates go down.
Inactive subscribers. These are the people who may have been interested in your email newsletter, but later got overwhelmed or lost interest and quit opening your emails. They don´t respond to special offers or ever have anything to do with your email.
Spam filters. Some inactive subscribers may not even see your newsletter if their spam filter is catching it. The best way to avoid this is to get people to add you to their safe list when they subscribe.
All of these factors can really throw things off when you are looking at your open and click rates. It´s a good idea to start eliminating all hard bounced emails, if you aren´t already, and separate your email lists. All unresponsive subscribers should be on a separate list that you either email less often or try sending out a survey or special offer in an attempt to bring them back. This should greatly improve your open and click rates.
Category: Open and Click Rates
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