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Screw Open Rates: Jimmy Kim’s SECRET to Getting More Clicks
Aug 1, 2024
In this conversation, Jimmy Kim, co-founder of Sendlane and email marketing guru, tackles the evolution of email marketing and the pitfalls of traditional metrics like open rates. He reveals why bots have made open rates obsolete and stresses the value of click-through data to uncover customer intent. Jimmy advocates for immediate retargeting based on clicks, emphasizes the necessity of hyper-segmentation, and encourages brands to increase email frequency for better engagement. His insights could transform how businesses connect with their audiences.
52:09
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Quick takeaways
- Traditional email metrics like open rates are now unreliable due to bot interference, making click-through data essential for understanding customer engagement.
- Marketers must adapt to recent changes in email service provider policies to maintain low complaint rates and avoid being marked as spam.
Deep dives
Maximizing Email Engagement Beyond Opens and Clicks
Email strategies often overly rely on basic metrics like open and click rates, missing out on deeper engagement insights. It’s crucial to not only assess if users clicked a link but to consider why they clicked, what they clicked on, and how often those interactions occur. For instance, if a user clicks a product multiple times, it indicates significant interest and potential intent to purchase. Brands should adopt a comprehensive approach to analytic metrics to better understand their audience's behavior and preferences.
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