Apple announced its latest iOS 15 operating system that will run on Apple phones and iPads. Some cool things are coming, like real-time screen sharing so you can finally see what grandma means when she says, “I already pressed that button.” while she is talking on the phone with you.
However, for business owners, it means more user privacy additions to navigate. One that caught my eye was the automatic blocking of Mailchimp, ActiveCampaign, InfusionSoft, and other email sending software.
Below are the last three email campaigns I sent. As you can see, the open rate (number of people who hopefully read my email) is listed, and the open rates are all about the same. I could think to myself, “great, people are opening my emails 50% of the time; I’m a marketing genius!” However, that would only be part of the truth. Let’s look at how email open rates are not that useful even before iOS15 launches later this fall.
Apple announced its latest iOS 15 operating system that will run on Apple phones and iPads. Some cool things are coming, like real-time screen sharing so you can finally see what grandma means when she says, “I already pressed that button.” while she is talking on the phone with you.
However, for business owners, it means more user privacy additions to navigate. One that caught my eye was the automatic blocking of Mailchimp, ActiveCampaign, InfusionSoft, and other email sending software.
Below are the last three email campaigns I sent. As you can see, the open rate (number of people who hopefully read my email) is listed, and the open rates are all about the same. I could think to myself, “great, people are opening my emails 50% of the time; I’m a marketing genius!” However, that would only be part of the truth. Let’s look at how email open rates are not that useful even before iOS15 launches later this fall.
No, not in the larger sense. Reasons open rates are wrong:
STOP CARING ABOUT THIS VANITY METRIC!
We build marketing & system automation to remove the manual and repetitive tasks. Businesses benefit from automation by freeing staff to work on things that no computer can solve. Marketing automation also allows our clients to communicate with their customers at a simple level without needed to involve a human until they are ready to buy.
Author: Jason Pulliam
Jason Pulliam is an avid researcher of technology and marketing. He enjoys figuring out ways to automate tasks and increase the personalization of the customer’s online journey. When Jason isn‘t pushing all the buttons to see what they do, he’s a nutty husband to his wife, Jada, and proud father for his two daughters. Jason enjoys all cold things, in every sense of the word, and you might find him working inside a fridge if that were possible.
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