Open and Click Rates are dead. Better way to evaluate your marketing CRM campaigns

In January of 2024, 133 brands have sent me 1,037 WhatsApp messages 🤯! It was a month of offers, after all. New Year, Republic Day etc. 🛒

❗TL; DR: This post is about channel reachability and penetration.
Brands have a sneaky way of asking WhatsApp opt-ins and just like cookie consents, you need to have a lot of patience to not give them permissions.

An alternative is, Archiving the messages.

I have archived every brand who sends me WhatsApp texts. But for the company, they have an active marketing channel open to me.
Just like archiving, there are multiple ways in which your channel reachability is affected:
1. Your WhatsApp messages could be muted or archived2. Your SMS won't deliver if you're marked as DND3. Your email is landing in promotions/others/spam folder4. Push notifications are turned off for your app5. Calling number is blocked6. User does "Read All' for their Email, SMS or WhatsApp messages; and a bunch more.Hence, the Open Rates and Click Rates which you so lovingly measure, are dubious at best. They are inaccurate and a little less indicator of your efforts.
🤔 What should you do then? Answer: User Flows and PathsMeasure the 3 immediate actions your customer takes upon engaging with your communication. This is called "User Paths" which product analytical tools like Amplitude, Mixpanel, Google Analytics 4 have. This will give you a more accurate idea on how your campaigns are performing, what you can improve and how to actually move the business needle more from your CRM campaigns.
Have you tried looking at marketing campaigns this way? If yes, do share your experiences. If no, give it a try!