What Are the Common Measurement Issues in Email Marketing?
Email marketing is a powerful tool for businesses, yet measuring its effectiveness can pose several challenges. Common measurement issues include:
- Inaccurate Open Rates: Open rates can be misleading because they rely on images being downloaded. If a recipient's email client blocks images, the email may be read but not counted as opened. - Click-Through Rates (CTR): While CTR can show engagement, it doesn't account for the quality of traffic or the subsequent actions taken by users on the landing page. - Unsubscribes and Spam Complaints: These are typically underreported, as not all ESPs (Email Service Providers) provide accurate data.