I'm trying to build a smart list showing all leads who never opened any of the emails that they were sent in the past year. Would this be the best way to go?
I would also bring in the "not clicked link in email" as well. This is because it is possible to click a link in an email without "opening it".
The resulting list of leads will then show anyone who was sent at least one email in the last year but did not open or click in them.
it would look like
Was Sent Any Email in Past 1 Year
(Not Was Opened OR Not Was Clicked)
assuming you want the set of people who definitely at least were sent an email.
This will result in lots of people who have in fact opened emails but are not seen as such in Marketo because the "email open" event is detected when images are downloaded, which is not always the case... And also, you will exclude people who did not open emails but who are using an anti-virus product that did so...
Thanks, Grégoire. So given this information, what would you recommend for a smart list?
The smart list proposed by Josh is perfectly correct, but the raw information it relies on is not... reliable.
I usually recommend not to base campaign targets on opens / not opens, period, the risk of mis-targeting is too high.
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