Focusing on open and click through rates leads email marketers to the wrong decisions. We reviewed data from a number of different email marketing programs and found a strong correlation between the number of unique opens over time and revenue. Put more simply, the more people who opened at least one email, the more money these companies made.
This in and of itself is not shocking. The notion that more people opening generates more sales is pretty obvious. Seemingly as obvious is the notion that if one open is good, then more than one open per person is better – and it is. Find out more about 'open reach' in this presentation.