There is a very good discussion regarding open rates and email campaigns in a recent edition of the DMNews. Two industry experts face off on the effectiveness of email open rates and their real value to personalized marketing campaigns.
One of the "contenders" describes the open rate as an ineffective form of measurement. He argues that open rates are not reliable as email can be opened on mobile devices that do not download images and more web client email platforms, like Gmail, are configured to display text only.
The other contender, Morgan Stewart, Director of research and strategy at ExactTarget, places open rates into a different context, His position is that open rates are a good measurement as they allow you to test the effectiveness of email subject lines and offer insight into "campaign optimization".
We agree with Morgan as we see open rates as a foundation to determine if your marketing and customer acquisition strategies are effective. Every email campaign should have a "call to action" or a click-through activity. It is not the open rate that identifies the recipient's interest, but the activity that takes place once the email is received and opened.
Embedding links to interactive web presentations that launch from the email is a very effective and reliable process to determine your recipient's interest. We have implemented very successful email campaigns that track not only the open and click through rates, but that also provide tracking and reporting through a third party application, Brainshark, that we bundle with our Agency ExactTarget licenses. The recipient's activity is then captured and married with the open and click through rates providing detailed results on not only the recipient's interest but their behavior as well.
In a recent campaign, we drove not only clicks but conversion as prospects became customers after viewing short five minute on demand presentations. The prospect's behavior was tracked while they advanced through slides. Immediate feedback was delivered to the reps that the prospect was viewing the product presentation and the reps followed up with a "warm call" to the customer.
Through our "No More Cold Calls" model, we can open new doors of opportunity for our customers and their customers and it all begins with an "opened" email.
One of the "contenders" describes the open rate as an ineffective form of measurement. He argues that open rates are not reliable as email can be opened on mobile devices that do not download images and more web client email platforms, like Gmail, are configured to display text only.
The other contender, Morgan Stewart, Director of research and strategy at ExactTarget, places open rates into a different context, His position is that open rates are a good measurement as they allow you to test the effectiveness of email subject lines and offer insight into "campaign optimization".
We agree with Morgan as we see open rates as a foundation to determine if your marketing and customer acquisition strategies are effective. Every email campaign should have a "call to action" or a click-through activity. It is not the open rate that identifies the recipient's interest, but the activity that takes place once the email is received and opened.
Embedding links to interactive web presentations that launch from the email is a very effective and reliable process to determine your recipient's interest. We have implemented very successful email campaigns that track not only the open and click through rates, but that also provide tracking and reporting through a third party application, Brainshark, that we bundle with our Agency ExactTarget licenses. The recipient's activity is then captured and married with the open and click through rates providing detailed results on not only the recipient's interest but their behavior as well.
In a recent campaign, we drove not only clicks but conversion as prospects became customers after viewing short five minute on demand presentations. The prospect's behavior was tracked while they advanced through slides. Immediate feedback was delivered to the reps that the prospect was viewing the product presentation and the reps followed up with a "warm call" to the customer.
Through our "No More Cold Calls" model, we can open new doors of opportunity for our customers and their customers and it all begins with an "opened" email.
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