Beyond open rate: Rethinking email marketing metrics
Open rates in email marketing are becoming less reliable due to image blocking, preview panes, privacy concerns, and Apple privacy changes. To adapt, email marketers should diversify engagement metrics, implement email authentication, and use alternative metrics like conversion attribution. Strategies for improving engagement include personalization and segmentation, expanding messaging channels, testing content, and using first-party data. While email opens as a metric is not going away, it's important to measure engagement more effectively and apply strategies to improve engagement itself. Dynamics 365 Customer Insights offers capabilities to tackle these challenges and navigate the evolving privacy landscape.
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