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. In a couple of weeks, the 2013 Blackbaud Online Marketing Benchmark Study will be released (previously the Convio Online Marketing Benchmark Study ). Figure 1: Opens and open rate. Findings are below.
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