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What open rates actually mean
Opens say as much about the list as they do about the writing.
Flooring shops on high-end epoxy jobs and a specialty running store have sat at 70 to 80 percent opens. That is a clean list plus an email about the work. It is not a trick subject line.
Opens are not sales. I don't invent click or revenue charts around those numbers. You'll see the send, the opens, and the replies. That's the report.
If your list is rented or five years cold, I will not promise those opens. The review tells you what the list can do.
Related: work, dusty lists.
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