Why e-mail open rates don’t matter

Often new technology leads us in a direction away from underlying fundamentals. For example, the tracking of open rates in e-mail marketing (and other digital marketing mediums.) Do e-mail open rates they really matter?


While it’s really cool to know how many people open your e-mail or PDF documents, it really has zero impact on your ability to makes sales. Plus, tracking e-mail open rates is really easy to do! It’s that reason enough.
Now I hear you saying, “If the document doesn’t get opened, then I won’t make any sales.
Yes, that’s true, however, let’s go one step further. If you don’t get a response from the document in the form of an order, then you didn’t make any sales. After all, why are you really sending that e-mail?
What’s more important, that the document was opened or that you get a response? Think about it, but don’t think too long because I’m going to tell you.
A lot can go wrong with open rates. For example, the same user can open the document twice, user may not be connected to the internet, maybe reading on a mobile device, or they might have software that blocks tracking. But then think about this …
If a reader responds to something in your document by visiting your website to buy product, or calls your office for an appointment, then what can go wrong with that.
Okay, okay, while a lot can go wrong with after they contact your office — but that’s all stuff you can control. You can’t control where a reader views your document, what software they are running, but you can answer the phone or take an order.
It’s also more meaningful to get a response. How many who read your open your document have no real interest? Open rate can’t tell you that, it has no value in describing meaningful reader behavior.
Plus, people who just open and read your document have little value because they haven’t done anything. No matter how much they like you, it doesn’t matter. In contract, the person who reads your document with enough interest to follow through by contacting you, they are worth something.
Technology aside, direct response marketers have discovered this approach to measuring a hundred years ago for tracking postal campaigns. In another post I’ll show you how to test subject lines, because that’s what most quip about after this kind of conversation.
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About Justin Hitt

Justin Hitt is a business analyst who specializing in sales generating marketing copy. Author, copywriter, and publisher of newsletters that help clients transform business relationships into profits guaranteed. Reach him by Fax through this resource, or http://www.JustinHitt.com/

About The Author

Justin Hitt

Justin Hitt is a business analyst who specializing in sales generating marketing copy. Author, copywriter, and publisher of newsletters that help clients transform business relationships into profits guaranteed. Reach him by Fax through this resource, or http://www.JustinHitt.com/