DMD’s Lab Report: The Art & Science of Healthcare Email explores insights, trends, and obstacles affecting healthcare email. From strategy to creative, deployment to reporting, we aim to address the most pressing issues healthcare marketers face.
In the first issue of DMD’s Lab Report, we addressed the mounting inbox deliverability challenges within the Gmail platform. February’s installment focuses on HCP engagement and takes an in-depth look at read rate—one of the most telling engagement KPIs in email marketing. Here are some key takeaways.
Read vs. Skimmed vs. Glanced
By definition, read rate measures the amount of time an email recipient spends in an email. Eight seconds or more looking at an email registers as “read.” An email is considered “skimmed” if the recipient spends two or more seconds in the email, but less than eight seconds. “Glanced” reflects any email that receives less than two seconds of one’s attention.