Byline: Karen J. Bannan
When it comes to e-mail marketing, there are three metrics that most marketers rely on: open rates, click-through rates and conversion rates. But, experts say, there's more to each than meets the eye.
open rate
Open rate-a metric clocked whenever someone opens your message-is the one that most marketers use as a benchmark, but unfortunately, it's the least reliable of the three, said R. David Lewis, VP of deliverability management & ISP relations for Digital Impact, a provider of online direct marketing services.
"Many ISPs and businesses are moving toward image and link suppression, so your customers might open your …
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