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1 Comment

Stop tracking opens and clicks

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:

  • Firewalls might detect that you're tracking the email and never deliver it
  • Firewalls might click on everything your email contains for verification and alter your data
  • Someone opening your email on their desktop and then leaving their work/house wifi might trigger an open alert
  • They opened/clicked... but didn't reply? How are you more advanced?

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.

  1. 1

    I've always thought "opens" is the metric to pay attention to.
    Now I understand that's a good metric for a newsletter :)

  2. 1

    This comment was deleted a year ago.

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