Click Is The New Impression: Marketers Vs. Spam
As 2023 drew to a close, John, an email marketer, had good reason to pop off the champagne he’d been saving for New Year’s Eve.
His newsletters had begun clocking a 35% Open Rate and a mouth-watering 5% Click Rate. However, as time passed, the lack of conversions began to take its toll on John's enthusiasm.
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The early thrill of high open and click rates gave way to frustration and disappointment.
Can you tell me what happened here?
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SPAMBOTS - That’s What Happened Here.
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Designed and operated by massive email providers like Google, Apple, Microsoft and third-party providers like Barracuda, Spambots open every email and click on every link to check for phishing and malicious links.
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That’s all good, but a side effect is newsletter marketers’ inability to differentiate between a real click by a human and a spambot click.
This breaks all your drip campaigns, re-engagement efforts, and most newsletter advertisements you buy!
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While you might now appreciate the gravity of the situation, almost every newsletter platform (like Mailchimp and SendGrid) is asleep at the wheel or basking in the (short-sighted) bump in ‘reportable stats.’
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A more technical way to verify this is to check time on site. The spambot clicks will show up as visits that stayed for less than 5 seconds.
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What Can You Do To Fix This?
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Honestly, nothing!
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Well, you can try the following:
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Increase link-click scoring time to 1 hour or even 1 day
Embed a stealth link
Clean up your list with a re-opt-in campaign
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But good luck - ain’t nobody got time for that!
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What you can do instead is advertise directly on websites that cater to your niche.
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The CPMs would be lower, the CPCs would be lower, and the botclicks would be minimal.
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In fact, if your audience is any of the following:
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Programmers
AI/ML Enthusiasts
Web3 Degens
Cybersecurity Professionals
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Or at the intersection of a combination of the above - our 4000+ sponsors seem to be in a sweet spot.
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Here’s what this week’s sponsor has to say - ‘HackerNoon drives a lot of traffic for a very reasonable cost and the engagement is stronger than X and Reddit.’
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I’m expected to create FOMO here and compel y’all to ACT NOW, but we’re not about all that.
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:::tip
Book a Meeting Here
:::
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And if Advertising based on Intent, instead of cookies, or,
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Advertising that generates a 0.20% CTR is what you’re looking for - I’ll see you at the meeting!
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To the rest,
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May the odds also be in your favor.
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