Published February 20, 2025 

Ah, open rates. The favorite vanity metric of marketers who love seeing big numbers but hate asking what those numbers actually mean. Sure, getting someone to open your email is great—kind of like getting a match on a dating app. But if they don’t engage, click, or buy, what was the point? Exactly. Let’s break down why open rates are overrated and what you should actually be paying attention to.

Clicks and Conversions: The Only Metrics That Pay the Bills

You know what open rates don’t do? Pay your rent. Clicks and conversions, however, are where the money is. You could have a 50% open rate, but if nobody clicks through to your site, you’re just entertaining people for free. That’s not a business strategy; that’s a hobby. Instead of obsessing over whether your subject line made someone curious, focus on whether your email actually moved them to action. Because last time we checked, curiosity doesn’t pay Shopify fees.

Measuring Revenue Instead of Vanity Metrics

If you want to impress your accountant instead of your ego, track how much revenue your emails generate. The goal isn’t just to get people to open emails and think, Huh, neat, before going back to their lives. The goal is to drive sales. Track email-attributed revenue, average order value from email traffic, and customer lifetime value instead of praying to the open rate gods for a higher number. Real businesses focus on money, not meaningless metrics.

Why an Engaged List Beats a Big List Every Time

Would you rather have 1,000 subscribers who actually buy stuff or 50,000 subscribers who only open emails for fun? Trick question: one makes you money, and the other is just an expensive illusion of success. Keeping an engaged list means pruning dead weight, re-engaging inactive subscribers, and sending emails people actually want to receive. Because 100 engaged customers will always outperform 10,000 ghosts who just haunt your email list.

The Takeaway: Stop Chasing Vanity, Start Chasing Revenue

Want to stop obsessing over meaningless numbers and start making money with emails? Let EcomEmail.ai do the writing for you. No prompts, no overthinking—just AI-generated emails that actually sell. Try it today, and stop measuring success by how many people glance at your emails.

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