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Judge a past-customer email by replies, not opens
After you email past customers, skip the open rate and look at replies, coded orders, and booked jobs.
Written by John AlewineReviewed by the Email Marketing KC team
Published ยท Updated
Open rates are a soft signal now. Apple often counts an open when nobody read the email. A high open number can look good and mean very little.
I care about jobs and replies from people who already paid you. After a send, look at three things.
What to check after a send
- Replies. Who wrote back? Read every one. A reply means a real person read it.
- Orders that used the code. Each email carries a unique code. Count the orders that came in with it.
- Booked jobs. Check the schedule. Did a past customer book after the email went out?
That is the score. Opens can sit in the report. They do not decide whether the email worked.
The code is why the pilot is set up the way it is. I write it, you approve it, I send it, and a unique code in each email shows you what happened. If tracking is not in place, we stop.
Prices and pilot terms are on the pricing page.