What is Reply Rate?

Today we’re joined by marketing strategist Michael Barber, recognized by Adobe/Marketo as one of the top 50 marketers in the world. Having worn both in-house and agency hats throughout his career, today, you’ll find him working with brands as varied as MeUndies, Johnson & Johnson, Aptean, and Ithica College. This week's metric: Reply Rate

We need to be tracking these more engagement based metrics. Things like reply rate. We should be focusing how we approach content inside of the inbox to drive those sorts of metrics, and therefore not necessarily care so much about things like, hey, the size of our subscription list and potentially some of the other metrics that we have so dearly held onto for many, many years.