As part of his responsibilities as a DMA email marketing council member, Skip Fidura, Digital Director at dotAgency, recently put together a few words for those with concerns about open rate stats.
It’s a good read for anyone curious about how to increase open rates or questioning what they should expect and how they can refine their strategy.
Here’s an excerpt, followed by a link to the full article over at the DMA.
“As an email marketer my job is to drive traffic to my website, therefore I should really focus on getting more clicks on my email. After all, people who do not open and people who do open but do not click are just wasted opportunities.”
The reality of the email marketing environment today is that more and more of our messages are being triaged or read on mobile devices. Looking at the mobile traffic to your website will give a clear indication of the likelihood of a mobile email reader clicking through on your offer.
Some products just do not lend themselves to mobile purchasing. Even if your email is read on a PC, there is a likelihood that it will be set aside for later. In both instances we want to make sure that the message is acted on at a more appropriate time.