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Email marketing
I discovered sending generic campaigns to large numbers of contacts can cloud results. I looked at 2019 results and seeing an open rate of 19% seemed excellent on the surface. According to Constant Contact it is 11% higher than the industry average. Without thinking it through it looks like a fabulous result. Looking at it from a different angle the unopened rate is 81%. Who are these people? Using the Segment tool in Constant Contact I was able to identify the 12,705 contacts who were sent an email in 2019. Of course, most of these contacts were sent more than one email. How many people opened none of those emails…