Apple has released its mail privacy protection, meaning that we no longer have the same access to open rates, as Apple seeks to provide its users with more privacy.
While it’s always been a key measurable for marketers, it’s also commonly known as being a vanity metric. Open rates don’t always mean engagement, which is ultimately what we want from any newsletter campaign.
Open rates are generated when the device downloads the images from the email, sending the information back to the campaign’s server. With Apple’s Mail Protection, it will receive this information when the mail arrives, meaning that your open rates may actually see an increase, but if you have a high volume of iOS users – this will be an artificial rate. So don’t take it at face value.
Here’s what to track instead.
What’s the overall purpose of your email campaign? It may be to buy your product, download a resource or sign up for your services. Any customer that takes your desired action as a result of your email can be counted as a conversion.
Whether it’s a click, a call or adding it to the cart and purchasing it. Work out what your goal is, and find out if people are taking action. Link your analytics to your email campaign, so you can track back and trace the conversion to the source.
Some of you reading this article may have found it through our email newsletter.
Our email campaigns are linked to our analytics, meaning while we can’t see who is engaging with our content, we do have a good idea of how they got there. There’s always a spike when we send a newsletter – meaning that we know people are engaging with our newsletter.
If you couple this with your conversion metrics, you can start to see the impact of our newsletters.
What have you spent on your email marketing versus what have you made from this? This will again differ depending on your campaign type and campaign goals.
If you’re an e-commerce company, the goal is likely sales, and you’ll be utilising a wealth of email marketing tools such as promotional emails, abandoned cart emails and personalised campaigns. The spend may be higher, but these automated emails can generate a high ROI.
Professional services are likely to be providing more informative and educational emails, that nurture contacts over a length of time, ensuring that when they do need your service, you’re top of mind. While the conversion period is longer than your retail compatriots, the value of these is likely higher.
Nobody writes an email campaign in the hope that people unsubscribe, but it is a valuable metric. An easy option to unsubscribe also builds trust with your customers, you know as a consumer that you like having that option. According to Campaign Monitor, the average unsubscribe rate in 2021 is 0.10% – if yours is a lot higher than this, it’s time to review.
The same with any form of digital marketing, whether it’s social media, a podcast, a blog or a video. Make it valuable for whoever is reading it. Whether this is through education, or solving a problem.
Create your campaign with a purpose, and clear goals in mind. The digital market is growing increasingly saturated – quality beats quantity.