The Blitz

Email marketing is not all open rates

The removal of open rates is not the end of the world. You'll just need to switch up how you determine success.

By now, I’m sure you’ve heard the news about Apple blocking open rates stats from its iOS platforms.

Email marketing gurus went ballistic!

How are we going to ever know what works again, they wailed.

Well, open rates were an iffy indication in the first place.

Users could already opt out of tracking.

So, I wouldn’t let this bother you too much.

Take advantage

But I would take advantage of the stats for the next couple of months while you still can.

Pay attention to which links your email followers are clicking on.

That will help you determine which content your followers respond to.

Switch metrics

After Apple implements the new procedure, start paying attention to other indicators.

  • Do you see an uptick on your web traffic to a post you included in your email?
  • Do you see an uptick in book purchase sales?
  • Do you see an uptick in engagement on your social media posts?

Those are better indicators of how useful your newsletter information is rather than open rates.

When it comes to culling your email list, that will be a little different.

Open rates helped us determine when it was time to remove someone from the list.

This is important when you are paying your email service provider based on the number of users you have.

Culling the list

But now, you’ll need to occasionally send an email to your list specifically to this situation.

First, ask readers to add your contact information to their contact list.

This will make sure your emails don’t go to spam or promotions folders.

It will also alert their email platform (Google, Apple, Microsoft, etc..) that you are a contact they want to hear from.

Second, ask your readers/email users directly if they’d like to remain on your list.

After a few times with no response (three or so), I think you’re good to remove them.


Bottom line on this is to continue paying attention.

Email is still the best way to sell books and reach readers.