We have talked a lot about not relying on open-rates as a final metric for judging the effectiveness of your email campaign. We have always stressed using rigorous and conclusive numbers, like revenue per email or conversions per email. However, at the end of the day, if your email isn’t opened, then your recipients aren’t converting, and your revenue per email is non existent. So email open rates are important to keep track of, right? Right, but email open rates are more important for the trends they show than for the actual numbers themselves. As long as opens are going up relative to... Read More

It might seem a little repetitive, us preaching about email automation over and over again, but it’s because we honestly believe in the power of automation to help meet business goals. Which business goals? Well, any and all of them. Don’t believe us,  a recent case study from MarketingSherpa discussed  how B2B marketers used email automation to bolster their existing customer service program. This campaign helped increase customer retention, and the team thinks they will see the goodwill generated through this marketing automation cascade into more repeat customers and a... Read More

As of last month, there is official confirmation (in this blog post from MediaPost) that email marketing has ended one era and begun a new one: one where engagement metrics from subscribers might soon become the dominant determinant of whether an email message hits your targets eyeballs or disappears into the spam folder without once touching the inbox. This is not a sudden change, and has been in the works (and monitored by MarketTraq analysts) for some time. For instance, it’s been over a year since Google began rolling out their “priority inbox” technology, and Microsoft’s Hotmail... Read More