When a business talks about their email marketing, as part of the conversation they often state how many subscribers are on their lists. Logically, most people would assume that a larger list creates more opportunities for sales—something every business needs But subscriber count alone tells you very little about whether your email marketing is actually working. A company with 25,000 subscribers may be getting less value from its list than a company with 2,500 engaged customers. And an engaged list member regularly opens, clicks, or responds by making a purchase, donation or takes another call to action the email is aiming for., The real value of a mailing list is not simply how many addresses it contains. It is what those relationships allow your organization to accomplish over time. Look Beyond the Send Email marketing is often judged by one campaign at a time. You send an email. You look at the open rate. You check the clicks. Maybe you count sales or...
