With Apple’s Mail Privacy Protection (MPP) announcement last year and more platforms following suit in eliminating email open tracking, our team has put a lot of thought into how we can empower marketers using the Hive platform.
We’re excited to announce a new feature built to give you the most accurate open rate data and full visibility into which of your subscribers have open tracking disabled. Let’s dive in:
Open Rates in Hive
To give you the most accurate reflection of open rate data, recipients who have chosen to turn off open tracking are automatically excluded from the open rate calculation of your campaigns. By taking into account subscribers who have open tracking disabled, Hive’s updated Open Rates help you understand how your campaigns are truly performing.
Subscribers Who Have Disabled Tracking Segment
With Hive’s new Subscribers Who Have Tracking Disabled default segment, you gain full visibility into subscribers who have open tracking disabled. We recommend including this segment in your email campaign sends (and we're working on more ways to further break down this segment in the future).
Note: Your Subscribers Who Have Tracking Disabled segment won’t need to be re-engaged with winback campaigns.
Sending Recommendations
Since Apple’s iOS15 MPP announcement, you may have noticed an increase in your At-Risk and Inactive Subscribers segments as previously engaged subscribers disabled open tracking.
With this update, we encourage our clients to send a one-time re-engagement campaign to At-Risk and Inactive subscribers who ‘have opened any email’ (you can find this filter in the Contact List). This way, Hive can capture subscribers who have disabled tracking and move them into the Subscribers Who Have Disabled Tracking segment, giving you the most accurate view of your list.
Moving forward, it’s safe (and recommended) to include the Subscribers Who Have Disabled Tracking segment in your regular sends. The remaining subscribers in your At-Risk and Inactive Subscribers segments should strategically be sent winback campaigns or automations in order to preserve your deliverability and sender reputation.
Wrap Up
With this product update, you’ll see the most accurate open rate data reflected in your email performance across the Hive platform - something no other ESP in the email industry currently exposes or makes actionable for their marketers. We’re excited to see how this helps marketers using Hive, and our team is here if you have questions or want to chat strategy! Reach out to hello@hive.co - we’re always happy to help 💌