Email, Digital Targeted Messaging & Interactive Marketing Musings, Thoughts & Links - Named A Top Email Marketing Blog by Email Marketing Reports

Wednesday, October 11, 2006

"open rates are arguably the most ridiculously stupid metric in the history of marketing"

Well, according to Ken Magill they are. While I agree with him on some points, notably the inflated value most marketers place on them and other industry metrics, they do serve some benefits.

These include providing a clue to whether your audience is even interested in your email. Sure, there are some issues with Open Rates (image suppression, preview pane) but I like using the stat the same way I like looking at my fantasy basketball team's rebounding totals. It tells a small part of the story and everyone loves stats anyway, especially in marketing and fantasy sports. But do you make a huge change or trade your best player because of this one isolated metric? Of course not.

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