Email marketers should look beyond open rates and focus on engagement metrics

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 16, 2021, 5:11 PM GMT+0

A Litmus study found that 95% of email marketers track open rate as a metric.

With Apple launching more privacy-centric email updates, marketers must have a new set of email-centric performance indicators like click-through rates and follow-up actions in 2021 and 2022. Email marketers should pay more attention to strategy, content and operational experience.

Marketers should refine their audience recruitment, targeting criteria, list segmentation, messages, the quality of content in their email and usability of branded emails. To maximise measurable audience engagement, companies should send a high-quality welcome email to all new subscribers who have opted in to receive branded content.

The opening email should direct subscribers towards relevant content, new insights, a discount or a humorous fact. Email marketers should leverage subscriber data to optimise email timing and ensure emails reach the right audience at the right time.

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