One of the things people usually tell me, when I tell them their open rate should be 40% or higher, is this:
"Phil, open rate is just a vanity metric. And with the iOS15 updates, open rate tracks higher. So it’s impossible to get good data anyway."
I 100% agree.
But they are still a signal that deliverability is good and that your emails are getting opened.
So I don't get too fired up about them but they are a 'thumb on the pulse' read on how things are going.
Nonetheless...
Hitting below a 40% open rate with Apple Privacy Opens is not good whichever way you slice it.
It speaks to a deeper issue and suggests that the whole back-end ecosystem could probably do a lot better.
Ie. your segmentation (who gets what emails) and the strategy overall.
After all, if people aren't opening your emails, they can't click or buy.
In other words, if open rates are performing badly, then there are other serious metrics that are probably performing badly:
Most notably:
New Customers
Repeat Customers
Retention Rate
These things are downstream of vanity metrics like Open Rates but are directly tied to the health of your business.
That's why open rates are important even if Apple auto-opens emails.
So here's the deal:
If want to start making the sales you should be making from email -- instead of just "taking what you can get" – then book a free diagnosis session with me.
We will take you through a 9-point email account audit and demo.
We’ll show you what’s broken, underperforming, doing well, and the upside.
No strings attached.
Once you’re equipped with that information you can do with it what you want.
Grab some time on the calendar here:
P.
Some recent client wins:
Cosmetic brand: 6x'd their optin rate from 1.02% to 6.07% in 30 days
Apparel brand: Improved click rate on the Welcome Flow by 2.5X and increased the Placed Order Rate by 50%
Personal care brand: Improved their first purchase AOV by 37% with a more strategic offer
Beauty brand: Build in email infrastructure (much like Aphina needs), and took them from 5% from email to 33% in 60 days
Service Business: 25% increase in booked calls
Art brand: Optimized Welcome Automation to acquire customers more efficiently and drove an added $120k in first-time customer sales in 12 months
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