Over the past 2 years, we have encouraged our customers to raise awareness internally about the impact of indicators based on openings. We have advised the following guidelines:

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Click rate

It is your best indicator for email campaign engagement.
👉🏼 We advise that you ensure the quality of your tracking and that you aim at optimizing your calls to action to drive better click rates.

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Attribution

When it comes to attribution models, we advise that you prioritize clicks over openings.
👉🏼 You can read more about our attribution rules in our article on the Campaign Performance Dashboard.

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Open rate

Openings are typically used for defining active customer databases, meaning that they will be those who will receive most of your communications.

👉🏼 Taking into consideration the above findings and explanations, we, therefore, advise that you prioritize clicks over openings to define your active customer database for email engagement.

👉🏼 Try and use other metrics when segmenting such as purchases or other types of interactions. It might be a good time to add other channels to your strategy, such as SMS or push notifications.

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A/B testing on subject lines

👉🏼 We recommend that you opt for an A/B testing on the content of your email campaigns (on clickers) rather than on subject lines.
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Follow-up emails on openers/non-openers in any of your marketing campaigns

👉🏼 We recommend that you focus your follow-up emails on the reactions of your clickers and not your openers.

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