Okay. I’ve been slack on this blog and I apologize. Why? Well, for starters I’m running for elected office this year in my hometown of Greensboro, NC. If you’d like to find out more about those efforts visit VoteShell.com.
The campaign will be using a full arsenal of marketing tools, one of which is email. I’ve only sent out one at this point, but as I was looking at the data from the first email a thought came to mind that I thought would be of interest to you.
There are various ways to track the success of an email campaign, but the most frequent is probably open rates. The higher your open rate the more “successful” one might view an email campaign. [I also think it’s important to see how much your “offer” in the email is clicked on.] Let me get back to making a point.
Let’s say your email open rate is 40%, which in theory means 60% of your audience didn’t open the email… but not so fast. An “open” is tracked by the number of people that download the images within your email. If Jon Doe opens the email, but opts out of downloading the images his open isn’t counted.
So while your open rate might say 40%, you should keep in mind that your percentage of readers might actually be higher than you think. Don’t forget about your “hidden readers.”
