74% of marketers who responded to the 2014 Global Email Survey from Lionbridge Technologies said it was all about the open rate.
An important number, for sure, but what about an email’s impact on revenue? Less than half of the respondents said they connect the dots from email to sales and it makes me wonder why? Opens are great, but they don’t pay the bills.
In the recent past, matching sales to email opens was tricky and time consuming, but surely that’s not the case anymore. We have tools that can tell you when a customer mentions your company at a cocktail party (an exaggeration, but you get the point), it can’t be that hard to follow the clicks from email to checkout.