From the blockbuster hit, Speed, with Keanu Reeves and Sandra Bullock, this iconic line:
“Pop quiz, hotshot. There’s a bomb on a bus. Once the bus goes 50 miles an hour, the bomb is armed. If it drops below 50, it blows up. What do you do? What do you do?”
Just to stay on the email thread I started yesterday, what would you do or rather choose:
- an email campaign that shows 50% open rate, generates zero sales
- an email campaign that shows 30% open rate, generates $5K sales
Which would you choose?
I hope the choice is the easier for you than the bomb question.
The key thing is focusing on the RIGHT metric.
If you focus on the wrong metric, you’re just chasing your own tail in circles.
Don’t get me wrong, email open rates can indicate something with the bigger picture, but the gist is, this isn’t the MOST important metric, nor is it the end all and be all of email metrics.
Want to know more about the metrics you should be monitoring? I tell you here.