Published on April 16th, 2006 | by Janine Popick6
Don’t Put all of Your Eggs in the Open Rate Basket
Although it’s a good metric to look at, your open rate should never be the end-all-be-all when deciding if your email marketing campaign is working. Why?
Most major consumer ISPs (AOL, MSN, Yahoo!, Hotmail) have a “feature” where a user can block images in their email reader. Many ISPs even have it as the default when you sign up for an email account. So take note of the following when creating and assessing your campaign:
- Unsubscribes Beware – If your email campaigns ONLY contain images
and the images in your recipient’s email reader are turned off, the
first thing your recipients are likely to see is your unsubscribe
message. Ouch! They may be so frustrated they click on
unsubscribe leaving you with a negative affect on your campaign and one less happy recipient.
- Open Rate Tracking – Most of the open rates are tracked by inserting an invisible image in the email. When this image is displayed in your recipient’s email reader, it tracks back as an open, so you can view who is opening your email. When a recipient has their images turned off the image is not displayed and the open cannot be tracked.
When you create your email, use a little bit of everything. Have a healthy mix of graphics and text. This way if images are turned off, your recipient will see the text of the email and they know what your message is all about.
When you assess your campaign look beyond the open rate. Count your clicks and overall ROI or metric for success for your campaigns.
Got any ideas of your own? Give us a comment!
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