The New Email Metric You Might Want to Try

Let’s talk about email engagement. Right now, I bet most of you are looking at your open rates and click-through rates, and maybe your click-to-open ratio. The email service providers spoon-feed us those numbers, so they are easy to track. But they don’t really tell us much about the real percentage of people who care about our content.

For example, at Nonprofit Marketing Guide, we send an email newsletter every Wednesday. The open rate hovers around 22 percent. But that doesn’t mean the same 22 percent of people open it every single week. So it’s not really a good measure of overall engagement.