Recently, MediaPost Email Insider published an article by Morgan Stewart. In the article, Stewart discusses some ways in which companies currently "juice their numbers", meaning they are guilty of reporting more robust email statistics than those actually occurring. One example Stewart gave as a way companies juice their numbers is by holding on to dead weight.
When dealing with email marketing, it is important to clean your list of those subscribers not active with your campaigns. Some companies choose not to do this because they don't want to shrink their list.
The Morgan Stewart article includes a quote from Nicole Delma, Chief Data Officer for RCRD LBL, she states she would like to see a service that would audit open rates.
A service which holds marketers accountable in this regard may not be so far off.
All things considered, wouldn't it be more beneficial for you to be tracking and reporting information about an engaged audience? As an email marketer, make sure you take the appropriate steps to maintain your email list so then you can report on the most telling indicators of success...engagement, activity, and results.
To read more about this service and accountability issue, please click here to be directed to the MediaPost article.
Lavon Temple | Marketing