Are you accurately measuring the success of your e-mail marketing campaigns?

In e-mail marketing, there are two pieces of data that are commonly used to evaluate success; the open rate and the click-through rate. A common misconception is that the open rate is a good indicator of response, and it is if your open rate is being tracked reliably. Unfortunately it’s becoming harder and harder to accurately track the open-rate. When you consider that the margin of error for the open rate can range anywhere from 11% - 35%, it’s hard to understand how the open rate provides any real value for determining success. Why is the open rate so unreliable? In order to understand why the open rate isn’t a reliable metric, we first need to understand how it’s calculated. Open rates are typically tracked using a transparent 1x1 pixel [...]