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Anonymous
January 21, 2015
Question

If someone opens an email does that mean they are engaged?

  • January 21, 2015
  • 1 reply
  • 732 views
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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1 reply

Josh_Hill13
Josh_Hill13
Level 10
January 22, 2015
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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