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Engagement and Open Rate Errors

  • 24 December 2022
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Userlevel 4
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If open rates can no longer be relied upon due to iOs privacy etc should we use OR to decide which profile should remain in our active list. Also how much emphasis is Klaviyos engagement calulation placing upon the OR.

 

Thanks and Merry Xmas

 

Sean

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Best answer by David To 27 December 2022, 15:57

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Userlevel 7
Badge +58

Hey @SeanMcC,

We actually offer a great guide on how to identify Apple’s iOS MPP opens using segmentation in our How to Identify iOS15 Mail Privacy Protection Opens Help Center article. Understanding how many of your profiles utilize MPP will help determine the true impact of an email’s open and click rates. But I wouldn’t immediately discount the fact and say that just because of MPP, your open rates can’t be relied upon. In fact, bot opens and clicks in emails are not something new. Inbox providers like Gmail have used them to determine the type of content you’re sending before Apple introduce MPP. 

Furthermore, how much emphasize you decide to place in open rates would be dependent on your own business model and its marketing goals. Deciding on which profile is considered “engaged” to remain on your active list follows the same theory. Neither of these would be something Klaviyo can determine for you. Rather, Klaviyo will give you the tools and data points to help you make these sort of decisions. 

For example, comparing a furniture brand with a CPG (consumer packaged goods) brand, a lot of times the furniture brand is going to have lower open and click rates compared to the CPG brand. This has to do with the higher conversion window of furniture products over CPGs where they are often times re-orders or new product introductions. In both cases, if you were create an engagement segment using the same segmentation rules, you could be misidentifying profiles in the furniture brand as “unengaged”. Oftentimes because of the larger conversion window, you’ll need to account for things like this and extend the timeframe or adjust the number of emails opened/clicked.

I would also recommend checking out some other iOS 15 related Community post and resources such as the one below:

David

Userlevel 4
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@David To 

Thansk David.  In the case of infrequent purchase eg a new car should we be concerned that adding those who have recently made a purchase and therefore likely to a) not open will affect deliverability or b) even worse unsubscribe and therefore should be left out of campaigns for a while.

 

Or as the penny now drops, something we should have been doing all along to protect our list.


Sean

Userlevel 7
Badge +58

Hey @SeanMcC,

I think this would depend entirely on your business and customer behaviors.

Oftentimes though we see purchases as an engagement indicator. Especially if the sale can be attributed to an email. 

Emails that go unopened or not clicked on will impact your deliverability over time. This is why it’s actually a good idea to have an option for your recipients to unsubscribe at any time. Doing so will help prevent you from inadvertently damage your sending reputation through repeat outreaches to unengaged customers.

In fact, to address your concerns, we highly recommend using winback or sunset flows to re-engage your past purchases or previously active members while offering them a way to opt-out. 

If you need more hands on strategic assistance, I would further suggest reaching out and speaking with some of our insightful Klaviyo Partners who can provider more account specific strategies. 

David

Userlevel 4
Badge +6

@David To 

Thanks David. We will take a look at our data and try to work out just when we shoudl attempt to re engage with our buyers. If for example a kitchen fit out company finds that customers typically refit their kitchen once every 5 years does it really make much sense sending them sales emails a few months after the installation and risking unsubscribe and damage to deliverability .

 

On the topic of choosing a Klaviyo partner the list is over 300 even when you use filters. ( how to choose?)

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