Testing email? Don't be misled by open rates
From Journal of New Organizing:
You've already seen that email open rates are not the primary metric you should care about -- you don't send an email to get people to open it. You send an email to get people to take an action (or, at least, you should!).
But the fact is, worrying about open rates too much is not just misguided -- it can also be counterproductive. And in a world where open rates are the first thing a lot of non-digital people want to know about, knowing how and why to avoid this trap is crucial.
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