[epub] Re: Newsletter Open-rate tracking

[Ralph Summerstein <lf@xxxxxxxxxxxxxx>]

>And while we are on this subject, we'd love to hear from any of you
>who care to give your educated guess on what the national or global
>open rate average might be and would that number be similar for the
>smaller subscriber based publications as well as the larger ones?


You're not looking at an "open rate" at all, here. That's a misnomer. What
you're looking at is a "web bug rate," the percentage of people who use HTML
email clients susceptible to web bugs and who either had the ezine in a
preview pane and/or actually opened it.

Hopefully most publishers on this list are able to re-educate advertisers
who mistakenly think web bugs can be an accurate indicater of the percentage
of a mailing being opened.

R.


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