AnsweredAssumed Answered

Is this Practice good or bad?

Question asked by Arron Delman on Jan 25, 2018
Latest reply on Jan 25, 2018 by Sanford Whiteman

Hello fellow Marketo users.


I have a few questions. Currently, I set up streams based on 1 email. Each email in said stream is the same stream, however, each email has a different subject line. If they don't open email 1 they will get email 2 which is the same exact email with a different subject line. If they don't open email 2 they will get email 3. If they open any of the emails they sent to next stream with different content and process resumes.


What constitutes an open in Outlook? We are B2B so I'm working on the assumption most of our audience use Outlook. Personally, I don't need to click to open emails to view their contents I can see just by going through Inbox, does that count as an open?


Are there any negative consequences to this practice?


Philosophically what are all your thoughts?


Personally, I'm not a huge fan I would rather segment the streams by where they are in buyer journey and focus on captivating needed content. However, I don't see a strong enough downside to make a case for not doing it this way.