As many of Exponea's
(owned by Bloomreach
) email features like automatic A/B testing, optimal send time, and list hygiene filters use open rate as a metric together with the click rates, conversion, and/or custom metrics, the impact to these features is low and will probably be a user-initiated change or UI update. Some other features, such as email open tracking, dashboards, and analytics, might require closer inspection.
Besides, Exponea also is creating Plug&Play solutions that can be used out of the box:
- a segmentation showing the distribution of Apple Email users: it can help to create a clearer picture of the impact the clients may experience if iOS 15 prevents open tracking;
- an automation that takes a snapshot of email engagement before iOS 15 goes live, and assigns the engagement information of customers to their profile as a customer attribute: it will help the clients know about each customer's historical engagement info and speculate that this would continue, even if the open tracking will be closed on iOS. Another nice part is that it can create a rather firm engagement metric for the short-term and have the clients covered for the upcoming 2021 holidays and the beginning of 2022;
- further Exponea will also be working on an AI solution that creates a proxy metric to estimate email opens for each customer.