Marketers: time to put in the work to get your emails to click with subscribers
Guy Hanson, VP of customer engagement at Validity Inc., looks at why email campaigns can fall short in a broader marketing strategy.
Email offers marketers huge opportunities: the ability to deliver targeted messages, reach large audiences, and drive sales. To know which emails are most effective, senders use metrics to provide important measures of engagement that determine content, frequency and when to stop sending to disengaged recipients.
However, while email open rates have traditionally been senders’ key performance indicator, greater focus on consumer privacy and the removal of tracking functionality (a key example being Apple’s new Mail Privacy Protection), mean the ability to measure opens is reducing. As the email landscape evolves, senders need to maintain clear visibility of subscriber engagement.
