A colleague told me of an issue they had, internally, with sending out emails using their new email marketing tool. Prior to using this robust tool, they had a system which didn’t give accurate statistics, so those stats were never communicated to the ones who composed the email. When they got the new system, and those numbers were communicated, the email authors were completely flabbergasted that their particular contacts did not “receive” the email. An awkward conversation trying to explain that the contact, probably, just deleted it without reading it.
Here’s the thing: nothing changed from the old system to the new, but with the “added value” of the numbers, things became a little clearer. That is to say, just because it comes from your company does not mean it’s going to get opened. (Really, think about how many emails you get on a daily basis. Do you open every email?)
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