Beyond Open Rates: Targeting Based on Real Engagement Metrics

For years, open rates were the gold standard of what metrics counted in email marketing. However, basing an email campaign’s success off open rates provides a narrow picture of subscriber engagement and action or lack thereof. Subscribers do more than open emails they engage. They click through to links, products, and actual purchases. They reply. They take time to process the information within the email. When email marketers move beyond open rates to these more meaningful, more engaged increments of measurement, they can more appropriately adjust email targeting, engage on much deeper levels, and exponentially increase successful marketing efforts.