Some email marketers aren’t ready for the change. Measurement of “opens” is on it’s way out. Allan Levy, CEO of Alchemy Worx, a data-driven digital marketing agency specializing in releasing trapped value through better customer reactivation and retention. In this segment, Kevin and Allan discuss Apple’s recent changes to IOS will deprecate the traditional “open” metric traditionally used by email marketers as a proxy for engagement, and how marketers can choose smarter KPIs.
In the full interview Allan and I discuss the serious mistake that many marketers make in terms of deleting inactive email addresses from their marketing databases. Allan goes so far as to opine that it is stupid to fail to engage inactive email addresses.
It’s not only about reactivation. email addresses are one of the most valuable persistent identifiers and can be used to create audience segments in Google, FB/Social media and within the programmatic ecosystem.
We also discuss best practices for segmentation, and other issues.