Summary: Click rolls out an improved NHI filtering system, ensuring Click customers get only the best and most accurate email marketing stats, helping improve marketing strategy and conversions.
To our Customers from the Click Team: For those of you who have turned on our updated NHI filter, you may notice lower open and click rates over the coming weeks, don’t panic! And for those who haven’t turned it on yet, here’s why you should.
Click as a software is designed by marketers for marketers, and as marketing systems evolve, we evolve with them to ensure you, as the customer, get the best and most accurate data possible.
In the upcoming 26.03 release, we will be deploying an updated NHI filtering system for email marketing. This NHI filter provides you with a higher level of spam identification and filtering to ensure that you only get the best, and most accurate email stats.
This means that your email data will reflect human interaction, not protective security systems.
What are NHI’s?
NHI’s are “automated email opens and link clicks triggered by security systems (such as the Apple Mail Privacy Protection) rather than actual recipients.” Source.
To put it in simple terms, NHI’s are email security systems opening your emails rather than actual recipients.
Though important, these NHI’s typically inflate email open rates and CTRs by 20-50% on average, as they preview emails and follow links without actual human engagement.
Learn more: NHIs: What You Need to Know.
Why Filter Out NHI’s?
Filtering out NHI’s is important for marketing as it ensures that your email data is as accurate as possible. More accurate open and CTR rates means your team can pinpoint which emails have the most effect, helping you adjust your strategy to have maximum impact.
We know a potential 50% drop in open rates and CTRs can feel alarming, as a marketer writing this, I’d be concerned too. But better data always outweighs inflated numbers.
To address any questions you, your team, or stakeholders might have, here’s a quick FAQ.
Why is it important to filter out NHIs?
Improved NHI filtering improves how accurate your email data is. The more accurate the data, the better equipped you are to make strategic decisions. Filtering out NHIs improves marketing strategy accuracy by 20-80%, think of the potential!
How does Click identify NHIs?
Our new NHI model checks three metrics: MPP filter (Apple’s Mail Privacy Protection) that prevents email senders from tracking user activity in the Apple Mail app, Burst Opens, and Burst Clicks, where a series of clicks occurs in very short time, or where, an email is opened immediately upon delivery.
Our filtering tool also learns, so it will continually improve the quality of your data.
What are the benefits of an improved NHI filter?
Better NHI filtering means marketers get accurate data that positively impacts send time optimization, and lead scoring.
How do I get my email stats back up to what they were before?
A better question would be how do you beat the email stats you had before?! Now that you are armed with data that is more accurate, there has never been a better time to improve your email marketing. And lucky for you, Click are email marketing experts!
Three Ways to Improve your Email Marketing
1) Shift your focus: Open rates and CTRs are only part of the email marketing pie. Adjusting your strategy to focus on human-centric metrics such as:
- CTOR (Click-to-Open Rate): Measures clicks among actual openers. As a benchmark, the average CTOR for B2B emails is 10-15%.
- Conversions: Form fills, purchases, revenue.
Unique Engagers: Track distinct contacts interacting over time.
2) Hyper-personalize and refine: Hello first.name, isn’t enough anymore. Instead, build a strategy that hyper-personalizes your customer experience by, for instance, sending emails that focus on specific content a customer has engaged with. Also, remove inactive customers from your list. Having a cleaner list ensures you and your team are wasting time trying to engage with dead leads.
3) Multi-channel Marketing: Remember that email is only one form of communication. Social media, SMS, webinars, and more are great ways to identify which messages are getting through to your audience and which have the most impact. Marketing isn’t isolated to just an inbox; it’s a multi-point journey!
Click’s NHI filter delivers game-changing accuracy revealing true human engagement, empowering 20-80% better marketing decisions through reliable A/B tests, lead scoring, and automation. Whether you’re new to the NHI world or are a seasoned expert, Click is always here to provide you with the best tools, data and advice to help you make your marketing much more impactful.
