Don’t be Fooled by Message Open and Click-Through Rates
NetWits
APRIL 2, 2013
The conversation around email performance is wrong: open and click-through rates alone do not show constituent engagement. Used properly, you’ll know if your email metrics are at industry levels; used poorly, you’ll only scratch the surface of email performance. Figure 1: Opens and open rate. Figure 2 : Clicks and click rates.
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