Marketing has turned into a stats generating industry. Statistics often drive decisions and relay the performance of tactics and campaigns – but in this stat heavy world – not all are equal.
A highly touted, yet often unreliable, stat is the email open rate. This is what I like to call a “feel good” stat that doesn’t provide the depth of information that other statistics within the email world deliver.
What do open rates tell you?
- The effectiveness of your subject line – did it connect and drive your audience to action?
- How well your email list was curated or segmented
- The opening habits of your target audience (do they tend to open emails at specific times, on specific days, etc)
What open rates don’t tell you
- How effective the email is at fueling your pipeline
- Who should be removed from your mailing list
- How effective the body copy is at moving the reader through the email
- If there is a drop off “area” of the email
So, what stats should you care about?
| Statistics | Why you should care |
| Heat map | What has been clicked on within the body copy |
| Scroll map | How far people scroll within the email (ideally, the email should be short enough that most of the content can be digested above the fold) |
| Engagement rate | How many people engaged with your email (subscribed, clicked on the CTA, etc) |
Blue Hook Creative, LLC is a Denver-based marketing agency that believes in doing things differently. This desire to work outside of the “normal” way of doing things opens doors and provides opportunities for our clients that might not have been available by using “traditional” methods.
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