Your Most Important Job As An Email Marketer Is...
Oracle News, Tuesday, August 29,2023
When you saw the headline for this post, what did you think? Perhaps you thought...
To Get Your Campaign Opened?
In the age of Mail Privacy Protection, that's an increasingly empty goal, even for B2B brands that have much less exposure to MPP than their B2C counterparts. But even prior to MPP, getting an open didn't necessarily mean that the subscriber found the email valuable-or indeed that they spent much if any time considering the content of your email. After all, plenty of emails are opened and viewed for less than a second as subscribers flip through the messages in their inboxes.
To be fair, there are many scenarios where an unopened email generates positive subscriber actions, like direct visits to your website and calls to your sales reps. But brands don't do a great job of connecting those dots, so it's rarely a spelled-out goal.