Ask Why might an email with a lower open rate generate more revenue?

[Dean101]

An email with a lower open rate can still generate more revenue if it reaches a smaller but more motivated audience. Open rates measure curiosity, while revenue reflects action and purchasing intent. A highly targeted campaign may attract fewer opens, yet the people who do engage are more likely to click, buy, or make larger purchases. Factors such as personalized offers, strong product relevance, timing, and audience segmentation often have a bigger impact on sales than the number of opens alone. Tracking conversions, average order value, and customer lifetime value provides a clearer picture of performance.