Open rates, click through rates… there’s loads of data and guidance for those looking to benchmark their email marketing results. But there’s one thing that doesn’t quite get spelled out in those articles about email marketing. And it is pretty important to know about. […]
Measuring email open/ctr rates is like counting door opens at a retailer. The data matters, but not on its own. You need more data about the path to the cash register at the retailer. And it is no different in your marketing.