Email “nonresponders” are typically a marketers worst nightmare. Since we measure the success of our email marketing campaigns by opens and click-through’s, those who elicit no response always make us question the success of our communication.

Anne Holland, founder of MarketingSherpa, brought up a good point about this segment. She notes that even though a recipient may not open your email, it doesn’t mean he or she doesn’t want the communication. Some people will read the subject line and then go straight to your website. Others are just busy and will only open a few of your emails. Open rates and click-through’s are not always the keys to your success.

Something to consider…

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