"Liz is the #1 marketer to follow on LinkedIn." - Her Mom | Owner Content Phenom | SaaS Investor | contentphenom.com
Apple: You can't track email open rates anymore. Marketers: OH NO! The world is ending. Email marketing is dead. NEWS FLASH: Email open rates have NEVER been accurate. Here’s why: ISPs — like Gmail and Yahoo! — don’t share open rates with email marketing platforms — like MailChimp, AWeber, and ConvertKit. So how do email platforms track open rates? They insert a tiny, invisible image inside every email. When this image loads, it's tracked as an "open." There's a huge issue with this method: 1. Some set up their inbox so images don’t automatically load. 2. Others open emails in an inbox that doesn’t support images. These subscribers may open every single email. But you won’t know that. It won't track as an open. Email open rates are NOT (and have never been) accurate. Instead of worrying about open rates, focus on: - Learning about your subscribers' needs - Creating high-value email content - Writing engaging emails - Designing readable emails If you do this, people will open, click, and convert.
Nice!! I will glad to recommend you Easysendy pro for better engagement with your subscribers.
Exactly. The reason we're in this never-ending cycle of "Oh crap, my conversion rate should be higher!" is due to misaimed content more than anything else. It's true with SEO (the whole "search intent" deal), it's true with ads (think Google's ad quality score), and it's true with email campaigns ("my open rate is too low!"). This really isn't rocket science, and the answer isn't elusive. Stop trying to game the system for conversions (not you, Liz, but marketers in general), and produce content that's *legitimately* useful (to the audience you're serving) and, better yet, original. That's it.
Way to put this issue in perspective. Listen to your clients and create high value content. Works every time.
Yeah! Many people open emails but don't read them. I think it's important to add CTA in every email.
Zara Dittu
Very interesting, especially learning that if you block the images it will show as an unopened even if you have read the emails. I wondered why I got emails saying, “I see you haven’t opened my email…”
Thinking about boosting your brand through podcasts? Welcome 👋 | Host of the B2B Marketers Can Laugh podcast 🎙️ | mediocre tennis player | Texan living in Romania
2yI had no idea that some ISPs don't share open rates with email platforms. GREAT piece Liz! ✉