Are Open Rates Useless?

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Things are never that black and white in the world of email marketing. Open rates may be not as accurate as they used to be, but they’re still a valuable metric that you can rely on to improve some aspects of your business. Tune in to learn how to analyze and use your open rates effectively. 

[00:00] In this episode, Igor shares how he analyzes his open rates, and how to use them to adjust and improve your conversion rates.

[00:44] Do you like Igor’s AI-generated voice?

[01:53] Current status of open rates:

  • Open rate today is a lot trickier to track than it used to be. There are a lot of fake openings, especially if you’ve got lots of Apple devices.

[02:05] Are open rates useless?

  • I’ve never really based my business on open rates, but I’ve also never discarded them completely because it still tells me whether a subject line is good.

  • It still tells me whether a list is of good quality, and it still tells me whether there’s any kind of interest in that particular angle.

  • I will also look at the open rate for the sake of maybe trying to understand whether mailing at a certain time of day is more effective than at another time of day.

[04:37] Reasons why a campaign doesn’t work:

  • Particular angle for that particular webinar or that particular audience didn’t seem like people wanted to attend the webinar.

  • Maybe the interest wasn’t there, but the ones who did attend converted, which means we do have good webinar content, but maybe we should work from a different angle.

[04:50] Change your mindset:

  • You have to be very agile in your thinking.

  • You can’t just say this matters or this doesn’t matter.

  • Opens matter, clicks matter, sales matter, opens don’t matter.

  • If I’m mailing out a subject line and I’m getting a crappy open rate, it tells me something. It gives me something.

  • It’s an information piece I can then use to make a decision whether it’s a creative decision or a technical decision. 

[06:24] Igor’s book on email marketing:



Igor Kheifets is an amazon best-selling author of the List Building Lifestyle: Confessions of an Email Millionaire.

He’s also the host of List Building Lifestyle, the podcast for anyone who wants to make more money and have more freedom by leveraging the power of an email list

He’s widely referred to as the go-to authority on building large responsive email lists in record time.

Igor’s passionate about showing people how to live the List Building Lifestyle.