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If someone opens an email does that mean they are engaged?
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on Jan 21, 2015
on Jan 21, 2015 by Josh Hill
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If someone opens an email is that a fair starting point for if they are engaged or not? Or should I take all the opens from the first email and resend another related email...then establish those users as engaged who click in the second email?
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Jan 21, 2015 4:34 PM
David, generally clicks (a real action taken) are considered a higher level of engagement than Opens. Opens are unreliable because they depend on the user downloading an image in their email viewer. Some viewers block automatically, so Opens can be directional overall. Now, if they did get marked as Open, they may (or may not) have read your email. In a preview pane, I'll glance and then delete.
So you can totally do what you suggest because at least the Opens have a higher likelihood of clicking on a second email. In terms of point values and other value, clickers are what you want.
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