Use Cumulative Unique Open Rate

[zihadhasan019]

On average, consumers sign up to receive email from 12 brands. With weekly contact, that's only 48 emails per month, which no reasonable person can consider "overload". If you bought every single commercial in the Super Bowl, you'd be seen as rich, cool, and clever; but if you send two emails a month, you're somehow a spammer and an idiot?!? On how marketers can improve the way they think about email: The only pattern in email marketing is that most people don't open most emails.


Numbers always go down over time when we look a email lists australia t opens and clicks. Looking at campaigns instead of people is a bad metric. : What % of users opened at least one email over the last X months. This is a metric you can work to improve over time and it provides a better indicator of program performance. It's important to look at new subscribers and old subscribers differently. Do NOT try to emulate Amazon if you don't have thousands of products to serially convert with.





Think of email as a brand mechanism, not just a direct response channel (-This really opened my eyes) There's an opportunity for nudge effect even w/ unopened email. People are highly engaged when doing email triage. Studies show that after sending an email, search volume usually goes up, and more unopened people end up converting passively than those that convert directly through the email. Users who open and click an email a week or two after it's sent convert much higher than those that open and click right away.