EMAIL OPEN RATE IS A VANITY METRIC

Summary from the TLDR Marketing newsletter

Open rates can be misleading, with revenue serving as the stronger measure of email performance. Segment audiences by engagement, purchase frequency, and customer value to send more relevant campaigns. Increase frequency when subscribers are engaged, test different opt-in offers beyond discounts, and review automations for missed revenue. Instead of removing inactive subscribers, use reactivation campaigns to bring back customers who may still convert.