High open rates are not the most important thing about email marketing.
Nor are click-through rates or conversion rates.
These are not the metrics to watch.
There is only one thing you really, really need to watch. And it’s not even a metric.
The thing to watch is your reputation.
Without a solid and positive reputation for delivering high-value, honest and useful information through email, you’re dead in the water.
Not even the best subject line will save you.
Let’s look at how this might play out, in two scenarios…
