Despite many warnings against basing an email campaign’s success or failure on its open rate, it remains the most popular measurement, according to a 2023 benchmark report from Mailjet by Sinch.
It is easy to understand why marketers might rely on some metrics more than others. Activity metrics are gathered in most email service provider (ESP) reports and are easily accessed, while strategic or business metrics are seldom reported in a common dashboard.
Nevertheless, marketers using open rate as a success metric should bear the following points in mind.
Here in the world of digital marketing best practice, we’re pre-disposed to think that customer data is there to be used – after all, data has long been the ‘new oil’ (groan), and using it effectively can be highly valuable.
But digital maturity may not always be prioritised in this regard, when it comes to the world of luxury maisons. Indeed, a C-level executive at one of the major luxury maisons told VML's Ricardo Catalano that the brand does have a CRM programme – but it is a “passive CRM programme”. “They gather data to understand the clients – but don’t activate it. … It’s only for customer knowledge.”
Achieving the correct balance between using email as a sales tool and using it as a value-adding information and entertainment tool is the key to success. It is also an important part of a brand’s email value proposition.
This report draws on Econsultancy’s years of research into how leadership is changing in a digital world and offers useful insights and practical models for navigating the evolving landscape.
