Good post Tracy. We're finding that deliverability statistics are becoming less accurate. Open rates are affected by Apple (on mobile) automatically opening emails. Outlook has email previews, Google sends most of emails to various other inboxes that no one reads. Just like you said, it's just not accurate anymore and I find that it is not worth tracking that super closely anymore. I like the metrics you listed here. I find it more valuable to track whether people are responding to you, clicking links, replying, etc. Do you agree with that or what has been your experience?
I think any data, when you look at it in broad strokes, can tell you whether something is awry and needs further investigation-kinda like GA4. But I don’t think you need to obsess over them unless it’s a KPI or goal (then you need to figure it out). The pre-read text has always been an issue, which is why I don’t pay much attention to open rates. Agree with you that engagement is always key, but if it’s low, then you have to ask yourself: is it my list? My content? The ISP? Are we throttled for some reason we didn’t know about (like sales spamming 300 customers per day? , etc)
we just got a 27% response rate from our ICP on the first sequence of an email campaign 😲. And we've scheduled almost as many demos from that one email as we have for the year so far. We're trying to figure out what the hell we did right! 😅
Yes. But even if you send 1: many, as long as it is batched (which most marketing automation platforms have a setting for) it should help with landing in the inbox bs the promo tab or spam folder.
Good post Tracy. We're finding that deliverability statistics are becoming less accurate. Open rates are affected by Apple (on mobile) automatically opening emails. Outlook has email previews, Google sends most of emails to various other inboxes that no one reads. Just like you said, it's just not accurate anymore and I find that it is not worth tracking that super closely anymore. I like the metrics you listed here. I find it more valuable to track whether people are responding to you, clicking links, replying, etc. Do you agree with that or what has been your experience?
I think any data, when you look at it in broad strokes, can tell you whether something is awry and needs further investigation-kinda like GA4. But I don’t think you need to obsess over them unless it’s a KPI or goal (then you need to figure it out). The pre-read text has always been an issue, which is why I don’t pay much attention to open rates. Agree with you that engagement is always key, but if it’s low, then you have to ask yourself: is it my list? My content? The ISP? Are we throttled for some reason we didn’t know about (like sales spamming 300 customers per day? , etc)
we just got a 27% response rate from our ICP on the first sequence of an email campaign 😲. And we've scheduled almost as many demos from that one email as we have for the year so far. We're trying to figure out what the hell we did right! 😅
To help deliverability and avoid spam, does email software that sends emails 1 by 1, vs a 1 to many help?
Yes. But even if you send 1: many, as long as it is batched (which most marketing automation platforms have a setting for) it should help with landing in the inbox bs the promo tab or spam folder.