An email open is not a sale. It may show that a message was viewed, but it does not prove the recipient understood the offer or completed a purchase. Compare delivery and failure counts with clicks, relevant enquiries, completed orders and revenue where attribution is available. KobStore's campaign history can show sends, opens, clicks and attributed orders or revenue when the tracking path is available.
Compare campaigns with the same objective
For a product launch, measure visits to the product page and completed orders. For a service promotion in Nairobi, track qualified enquiries, appointments and work actually completed. Keep the campaign goal, audience, dates, KSh spend and offer together so you can compare like with like. Do not treat an attributed order as proof that the email alone caused the purchase; the buyer may also have seen a referral or another promotion.
If clicks are high but orders are low, inspect the destination page, price, stock, response time and fulfilment. If delivery failures rise, review the list quality and consent process rather than sending the same message more often. Respect unsubscribe requests and applicable communication rules.
Use results to make one change
Test one element at a time?subject, offer, audience or destination?and allow enough time to observe the result. Include the cost of the campaign and fulfilment when judging return. Opens and clicks are diagnostic signals, not revenue guarantees.
Use dashboard figures alongside your own order and cash records. Campaign reporting can guide the next question; it cannot promise customers or establish causation on its own.
