Klaviyo

"Our open rate is crushing. 40-50% on every campaign." No, it isn't. The days of open rate guiding your email sending practices are over. iOS 15, and the rollout of Apple Mail Privacy Protection, destroyed that. This software update is the reason why email open rates all of a sudden shot up to numbers like 40, 50 and even 60%. No one, myself included, became better marketers overnight that double or triple the number of users opening emails. With this update (that came back in October 2021 already), Apple opens emails and pre-downloads content to their servers, sending an open signal back to email service providers like Klaviyo. So, should you pay attention to open rate anymore? The straight answer is that you really don’t need to—at least in the context of how they have been used historically: as an initial indicator of how effectively you’re getting your message in front of potential customers. There are still a few ways you can use the metric to your advantage. ↳ To cull your email lists Use your open rates to identify unengaged users—those who have not opened an email for 30, 60, or 90 days, depending on how aggressive you want to be. Then, either suppress those contacts, or begin a sunsetting process. This will improve your deliverability and sender reputation, both key for getting your marketing emails where they need to go: your subscribers’ primary inbox. ↳ To create exclusions for campaigns Excluding profiles from a campaign not only ensures that those subscribers don’t get annoyed by your brand. It also saves you money because you’re sending fewer emails to people less likely to engage with them. If you use Klaviyo, you can identify Apple’s MPP opens in your segments, and then build segments that aren’t inflated by automatic opens.

Creating reliable revenue this BFCM means getting into the minds of consumers to truly understand what motivates them…but that’s not easy. DTC pros are being asked tough questions like: - What is the perfect discount percentage that motivates purchasing behavior without giving away too much margin? - What types of ads are BFCM shoppers most receptive to and how does that influence my messaging in the leadup to the holiday season? - Which channels are my core customers most active on and what are the safe bets and big swings I should be taking to engage them more effectively? The answers to these questions are key in making sure your BFCM strategy, from now until 2025, is optimized to drive efficient revenue. That’s why we surveyed 1,161 consumers, sorted through the data, and are excited to announce the release of our 2024 BFCM Consumer Trends Report. In it, you’ll get the latest consumer trends shaping BFCM season, pulled from proprietary data, insider experts, and top global brands. But this report isn’t just about understanding shoppers – it’s about actionable strategies you can implement now. You’ll also hear from top industry minds like Nicole (Booth) Daly (Klaviyo), Adnan Shah (Rebuy Engine), Mia Healy (Triple Whale), Diana Buccella (Gorgias), Bar Bruhis (KnoCommerce), Eve Rouse (Nosto), and Nihar Kulkarni (ROSWELL). If you want to get into the minds of BFCM shoppers and unlock insights that’ll help your BFCM strategy drive action, the full report is waiting for you. Link below.