100% open rates. Always. . .
As a proud marketer I’ve always felt that it’s a real waste for businesses to do great marketing stuff knowing that maybe up to 80% of it isn’t going to be read or heard by precisely the individual person that you want to speak with.
I know businesses can sometimes make a decent return from the 20%-30% of people who do see their marketing. But how much more satisfying and far more rewarding commercially to know that your marketing activity is getting through to exactly the person you want it to 100% of the time.
Of course if I was a football manager, I’d want to be getting 110% open rates from what we do. But that’s another story.