I'm working on suppressing unengaged subscribers but am finding it challenging to accurately identify them due to iOS privacy updates and bot clicks. Traditional metrics like open rates aren't reliable anymore.
Has anyone found effective strategies or alternative metrics to better determine true engagement?
Hi
It’s a murky area for sure, but don’t worry, there are many ways to navigate open privacy and bot clicks.
While open rates aren’t as reliable as they once were, they still provide directional data. Subject line testing remains crucial, as subject lines can significantly impact click and conversion rates. It’s just a matter of shifting your focus to these metrics.
Regarding open attribution, ensure that revenue isn’t attributed to Apple Privacy opens. If you rely on click attribution, bot clicks might technically increase attributed revenue, but in my experience, their overall impact is minimal and I know Klaviyo is working to address this in a similar way to privacy open attribution.
The key is to refine your segmentation. When identifying engaged versus non-engaged subscribers, use the Apple Privacy filter for opens and the bot click filter for clicks. You can find more details here:
If you're interested in understanding bot click engagement, you can create a segment to toggle between true and false.
Lastly, I’ve provided feedback that the term “bot click” can be misleading—it sounds malicious, like your account is being targeted by bad actors. In reality, these clicks often come from legitimate subscribers with click verification enabled, usually due to strict spam settings.
I hope this clarifies things for you!
-Mike
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