The reality of email open rate tracking and why bigger is better for email marketing.

Creating great email announcements and making sure that clients receive them is important to any business and not specific to the art world. It is our opinion that you should choose a larger company or a company whose only speciality -- their core competency -- is email marketing. These businesses focus significant development budgets and resources on being great at email marketing, including a plethora of designs and a focus on getting through spam filters. Any niche art world company will have a fraction of the development dollars to spend on bulk email services. Dedicated email marketing companies will simply be better at getting the job done.

What about email open rate tracking? It's important to be aware that open rates can be a little deceiving. For example, the iPhone made some changes in 2021 so many emails that appear to have been opened, may not have been. (Some people noticed open rates doubling overnight when the change happened). This article describes the change and how it affected open rates. As valid concerns over privacy grow and companies like Apple and Google respond accordingly, email tracking may become increasingly less reliable.

Have a Squarespace site? Check out Squarespace marketing campaigns. It's not expensive to add-on, and you will be able to choose any images from your site to quickly make interesting and sharp emails. In addition to the other industry leaders (Mailchimp and Constant Constant), people are talking about exciting, new (and more affordable) options like Flodesk and Moosend.

Primer can provide bulk uploads to these services. Please contact us if you need more information on this option.

Not all statistics are equal.