Two-Click Survey Results: Is the Open Rate Metric Still Useful?

The answer…
63% –> Yes, it’s a key measure of engagement.
37% –> No, image blocking has made the metric almost meaningless.

Are you surprised by this collective wisdom? Share your thoughts below.

Also, visit the EEC homepage to answer the latest Two-Click Survey question:
How much time do you need to honor opt-outs?

–>Read more Two-Click Survey Results

One thought on “Two-Click Survey Results: Is the Open Rate Metric Still Useful?

  1. No, I am not surprised.
    Any metric taken by itself is of course of dubious value.
    However, we look at open rate and subsequent purchase with that email address as a key metric – taking a page from "matchback" in the direct mail business. We find that is a consistent metric to track over time.

    Ron

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