Jimmy Kim argues that email marketers should stop obsessing over open rates and focus instead on clicks, conversions, and revenue. He emphasizes building first-party data through preference centers and quizzes so you can segment by real engagement signals like purchases and site visits.
Redefining success metrics. We talked about this before, but basically changing and kind of looking at a different lens on like we're going to focus and kind of prioritize. So again, click-through rates, conversion rates, revenue, unsubscribes, spam complaints, bounces, those all matter way more now than opens do.
And then for me, I think about gathering first-party data, right? Gathering and using more first-party data than ever. I think that with the availability of tools and technology, with users wanting to have a better experience, you know, implementing preference centers, quizzes, loyalty programs, anything that can foster Future direct and consensual data sharing is going to be one of the most important things because you're going to have to start relying on your customers to give you data because your data is going to be harder than ever to get.
100%. And then with all of this, right, like as you do kind of collect this data, just segment with it. So segment with real engagement. So clicks, purchases, site visits, these are the new definitions of kind of active subscribers and make sure that you're leveraging those within your segments. Subscribe to the pod.
