While email open rates aren't a viable way to measure marketing effectiveness, we recommend some proven ways to get more from your email marketing. It’s time for us as Marketing Professionals to stop using email open rates as a viable way to measure marketing effectiveness. It’s 2014, and they’re just not helping us get where we want to go as marketers, and, at best, they’re an untrustworthy and misleading metric. Aside from being difficult to read and unreliable, they direct our attention away from metrics that really matter, like clicks and adoption. (If you’re unfamiliar with the term, open rates [...]