‘5 Email Predictions for Black Friday and Cyber Monday 2014’ – Silverpop Blog
Loren McDonald says, “An email open isn’t worth what it once was. Savvy marketers have long known that clicks are a more telling indicator of engagement, and in today’s always-on mobile world, this is truer than ever. People are constantly scanning through their inboxes, swiping open emails to quickly skim email content. What happens when an email isn’t compelling? It’s deleted even faster. What’s the net? More people may be opening your emails and skimming them, but fewer are actually reading your emails.
The Challenge
Many digital marketers look at the number of opens, or open rate, as a key measure of email campaign success. Yet in a mobile world of users constantly swiping through email, this metric is no longer as relevant”.
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