The email metrics marketers are likely to get wrong | MarTech

"Relying on open and click metrics as key performance indicators can lead to optimizing for the wrong outcomes entirely, as they do not measure actual business results."

"Across subject line A/B tests, the data shows that only 20% of the time does the highest open rate correctly predict the version with the highest conversion rate."

"In 70% of cases, open rate variance falls within the margin of error, making it inconclusive even when a clear highest-conversion-rate version exists."

Open and click rates are commonly used by marketing teams to measure email performance, but they do not reflect meaningful business results. Relying on these metrics can lead to optimizing for incorrect outcomes. A/B tests show that high open rates do not guarantee high conversion rates or revenue per email. Data indicates that only 20% of the time does the highest open rate correlate with the highest conversion rate, while 70% of the time results are inconclusive.

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