Anyone reaching out "cold" to potential clients these days, please read this.
Opens and clicks are vanity metrics.
They won't tell you anything.
Here's a few reasons why you shouldn't care about them:
Instead, focus on the only KPI that counts: replies. Doesn't matter if it's positive or negative.
By focusing on replies only, you know that your email was delivered, you know that they read your stuff, you assume that they checked you out, and now you know what to do next with this specific person.
The rest is poetry.
I've always thought "opens" is the metric to pay attention to.
Now I understand that's a good metric for a newsletter :)
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