Sending email newsletters is still the most effective way of making our phone ring. Today, I read an interestng post that highlighted all the challenges with measuring the impact of your email with traditional open rates for email newsletters.
Email tracking tools utilize a small image to track when an email is opened. Unfortunately, this opens all kinds of challenges for email newsletters that are opened in a phone, or email client with images disabled. In short, these don’t get counted. In addition, when email is viewed in the preview pane, these also are not tracked and counted.
Read the interested email measurement post at Email Insider.
For me, the success of email marketing is generally tracked best by counting the number of phone calls or emails that the campaign generates or click throughs to the Web site. Indeed these are true measures of email engagement. As for open rates, this is an almost useless statistic.
