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Email Opens or Reads: Which Is Right?

When measuring the success of email campaigns and overall performance health of email programs, email opens and its various related metrics (open rate, click to open rate, etc.) are a common benchmark used by marketers. This metric is accepted as an accurate capture of views, as it tracks images rendered per message, counting the rate at which recipients are seeing the content that was sent. Recent research from the DMA found the average open rate to be 25.1 percent.

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