Anthony Ha says, “If you’re sending emails or other messages to your customers, there’s a standard way to measure your success — you look at whether they opened those messages, and whether the openers actually clicked.

But that’s setting the bar kind of low isn’t it? I assume you’re usually trying to drive some sort of behavior, whether it’s making a purchase, trying out a new feature, reactivating an account, or whatever. That’s what customer communication company Intercom aims to measure with a new feature called Message Goals.

“I still think there’s absolutely value in seeing the open rate and click rate, but with these goals you can actually see the true impact,” said Matt Hodges, the company’s senior director of marketing“.

Intercom Helps Businesses Track Whether Their Messages Are Actually Working

TechCrunch

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