Jimmy Kim and a brand rep argue that email marketers should stop obsessing over open rates and instead track revenue per email sent. Opens no longer predict clicks or sales, so measuring actual dollars and conversions gives a clearer picture. First-party data from preference centers and quizzes matters more than engagement signals.
A brand that I worked with realized that once the MPP thing inflated, all their opens were no longer correlated with clicks or revenue. You know, we made the decision, let's shift to our KPI and kind of focus on revenue per email sent. Opens, clicks, all those types of things, obviously, you know, they speak to trends, but they aren't as important and kind of the source of truth as they used to be. So why don't we look at revenue per email sent? So essentially, let's just focus on clicks, conversions, and actual dollars, you know, in our store. It's so much easier that way.
Yeah, that's the only way I think you're tying revenue directly to the campaign these days. And also tracking those unsubscribes, spam complaints, if they spike, right? It's really trend lines that you're looking for to indicate if the email's either hitting the wrong audience or if you're sending too often. And we talked about this last pod, but first-party data is becoming more and more important than ever because that information that is being provided by the user remains gold. Because if you add a preference center, run a quiz or poll, or encourage a loyalty signup, that data is unaffected because it's a user-driven action and does not get affected. That's exactly right.
Exactly right. So again, if a user tells you something, start paying attention. So for example, if a user says, I like running shoes, start targeting them with relevant offers to those running shoes. That's going to be way better, way more effective, and way more reliable than trying to glean interest from open-based signals.
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