...EEI©
is the only true industry-wide measure of brand engagement how engaged are your customers? are they more engaged with you or your competition's brand?
New metrics and insights that measure true brand engagement
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- A measure of how long messages sit in a customer's inbox before they are 1st seen.
- How many unique emails per month a customer sees in their inbox.
- How much time transpires between when the customer sees the email and opens the email to read it.
- The percentage of your messages read by your customers.
- Benchmark analysis to help you gauge your success vs. other mailers in your vertical and the industry as a whole!
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The myth of open rates
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Marketers are highly reliant on something called the "open rate" in order to measure how many emails their clients are actually opening and reading. As a metric the open rate is highly unreliable due to the limitations of the tracking pixel that open rates are based off. An open rate will be registered if a user opens your email for 1/100th of a second in order to delete it. Open rates will only be recorded if the customer's email client has images and links enabled. Do you know what percentage of your clients are reading your messages with the images off?
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EEI is a marketing intelligence game changer
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The EEI features an intelligent new metric that corrects for the technologic limitations of the open rate: the read rate. The read rate does not rely on the enabling of images and links in a customer's inbox. The EEI requires that a customer spend at least 5 seconds on an email in either the preview pane or the full message view in order to register it as "read".
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Deeper insights with the EEI
Users who qualify for EEI's extended analysis will also receive additional insights that will assist in designing content for today's challenges:
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- The percent of customers who read your email in the full message view vs. the preview pane vs. both!
- Top email clients used by your customers to read your marketing email.
- Day of week analysis to help you pinpoint the ideal day and time to deliver your marketing messages.
- Benchmark analysis to help you measure yourself against other mailers in your industry and your industry as a whole by day of week!
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