BizSugar.com › Online Marketing › Open Rates Aren’t As Telling As You Think

It often surprises me when I ask email marketers, “How is your campaign going?” and they answer with something similar to “Very well! Our open rate is 30%, which is above the industry average by 10 percentage points.” I cringe. Not because the open rate isn’t important, but because using it as your key primary indicator (KPI) often misleads your email marketing campaigns.