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On episode #123 of the Rethink Marketing Podcast, Eric and Colin dive into why open rates are not good proxy for success. When someone unsubscribes from your email blast, they have to open the email! Why would we include active disengagements as part of a success metric? Instead, what can we look at that measures outcomes versus actions? If email is part of your revenue strategy, this is an episode you won't want to mark as spam!
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