The article discusses the decline of traditional email performance metrics, specifically open rates, attributed to changes in privacy policies and consumer behavior. It emphasizes the need for marketers to adapt their email strategies by focusing on subscriber behavior rather than superficial metrics. The text highlights the importance of mapping email campaigns to different lifecycle stages, setting event-based triggers for sending content, and prioritizing engagement signals over simple open rates to drive meaningful results in 2025 and beyond.
Open rates used to be the first thing you checked. Now, they're the first thing you should question.
Instead, look at what people do - not what they may or may not have opened.
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