Supercharge Your Email Marketing: Focus on What Really Matters!

We’re diving into a crucial tip that will help you improve your email marketing game: stop fixating on open rates! 🚫

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By: Darren Coleshill on 14th May 2024, 4 minute read

Email marketing is a powerful tool in any marketer's arsenal, but are you focusing on the right metrics to gauge your success?

You might think open rates are the end-all, be-all of email marketing metrics, but let's get real – they're just a vanity metric. Here's why you need to shift your focus:

Why Open Rates Are Misleading

πŸ’‘ Unsubscribes and Skewed Data: Some recipients open their emails just to hit 'unsubscribe.' This doesn't reflect engagement or interest in your content. Additionally, certain email platforms like iPhone's Mail app and Outlook, can skew these numbers, making them unreliable.

πŸ’‘ Engagement is Key: The true measure of your email's success is how recipients interact with your content. Are they clicking on your links? Are they taking the actions you want them to take? That's what really matters.

The Metrics That Matter: Delivered % and CTO%

It's time to shift your attention to more meaningful metrics: Delivered Percentage (Delivered %) and Click-to-Open Ratio (CTO%). Here's why these should be your new best friends:

🎯 Delivery Rate: A delivery rate below 98% signals data quality issues. If your emails aren't making it to the inbox, they can't be opened or clicked. Regularly clean your email list to ensure high deliverability.

🎯 Subject Lines and Click-Throughs: While catchy subject lines can increase open rates, your main goal should be getting recipients to click through to your content. This is where the real engagement begins.

🎯 Irresistible CTAs: Your Calls to Action (CTAs) are the ultimate deal-makers. Make them compelling and clear, guiding your readers to take the desired action. A strong CTA can significantly boost your click-through rates.

🎯 Post-Open Engagement: Track who sticks around after opening your email. This is where the magic happens. Understanding which parts of your email hold your audience's attention can help refine your content strategy.

🎯 Prioritise Engagement Over Opens: Don't sweat a low open rate if your click-to-open ratio is solid. This indicates that those who do open your email are engaged and interested in your content. It's all about driving meaningful interactions.

🎯 Data Quality: Ensure your email list is clean and up-to-date. Bounced emails and low deliverability rates can harm your sender reputation and reduce the effectiveness of your campaigns.

🎯 ISP Reputation: Keep an eye on your sender reputation with major Internet Service Providers (ISPs) like Google and Yahoo. A poor reputation can result in your emails being flagged as spam, reducing your overall reach.

🎯 Driving Results: Ultimately, the success of your email marketing should be measured by the results it drives. Whether it's sales, sign-ups, or engagement, focus on metrics that reflect the effectiveness of your campaigns.

Ready to Level Up Your Email Marketing Strategy?

By shifting your focus from open rates to more actionable metrics, you can gain deeper insights into your audience's behaviour and improve the overall effectiveness of your email campaigns. It's time to make those metrics work for you!

Take this advice to heart and start tracking the metrics that truly matter. Your boss will thank you, and so will your audience!

“Obsessing over open rates in email marketing is like focusing solely on the appetiser while ignoring the main course. To measure success, look beyond the initial interaction and delve into metrics reflecting engagement and action.”

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The Replace Base

Case Study: The Replace Base

An online retailer of mobile device repairs and replacement parts

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Darren Coleshill


Darren Coleshill

Our leader in social media management, email marketing and CRM and Marketing Automation, Darren is responsible for The Marketing Eye being one of the few agencies in the UK able to offer full end-to-end customer journey management.

Campaign Manager / The Marketing Eye

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