Read rate is one of the most important key performance indicators (KPIs) for email. It’s also one of the most often overlooked. For successful campaigns, it’s important to understand—and then utilize—the read rate of your email deployments.
Read rate is one of the most important key performance indicators (KPIs) for email
Optimizing Read Rate
Read rate is broken down into three categories:
Glance (sometimes referred to as “Delete”): Under two seconds; no engagement.
Skim: Engagement lasts two to eight seconds. Someone might fall under this category if the CTA is clicked almost immediately.
Read: Eight seconds or more of engagement.
Even if recipients do not click through to your landing page, you can still realize a good read rate because they are invested in your content. Their engagement is an invitation for you to follow up in a subsequent communication, at which time they may click through.
To get the most accurate analysis, you should be reviewing read rate every time you get a deployment report. If the read rate falls short of your goals, it’s time to look at different times and different ways to engage your audience.
Their engagement is an invitation for you to follow up in a subsequent communication
Check out this video for more information on read rate, as well as a simple exercise that demonstrates why read rate is such an essential metric to consider.