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Jakub Olexa, Founder and CEO of Mailkit and Omnivery, discusses Non-Human Interactions (NHI) in email marketing
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Welcome to episode 12 of emailgeeks.show, the podcast where email enthusiasts from around the world share insights on email marketing, deliverability, and strategies. Hosted by Sella Yoffe, an email deliverability consultant, this episode features Jakub Oleksa, founder and CEO of MailKit and Omnivery. Together, they delve into the fascinating world of non-human interactions (NHI) in email marketing, a phenomenon reshaping how marketers understand opens and clicks.
Key Discussion Points:
Introduction to Non-Human Interactions (NHI) [00:02:30]
- Explanation of NHI and its impact on email marketing.
- Differentiating between bot interactions and NHI.
The Role of Apple Mail Privacy Protection (MPP) [00:10:45]
- How Apple MPP affects open rates.
- Discussion on the rise of non-humans opens due to Apple MPP.
Impact of NHI on Email Marketing Metrics [00:25:00]
- Challenges in accurately measuring open and click rates.
- The effect of NHI on conversion rates and list hygiene.
Strategies for Dealing with NHI [00:40:15]
- Importance of understanding and suppressing NHI.
- How marketers can adjust strategies to account for non-human interactions.
The Future of Email Engagement Metrics [00:55:30]
- Potential industry standards for engagement metrics.
- The role of mailbox providers in providing reliable engagement data.
Advanced Solutions for Detecting NHI [01:10:00]
- Introduction to Omivery's API for detecting non-human interactions.
- How ESPs and large senders can use advanced tools for better metrics.
Quotes:
- "Non-human interactions are those interactions that appear to come from the recipient but are actually performed by automated systems." [00:05:15]
- "Apple MPP is definitely a non-human interaction... it loads emails in the background, making everyone seem active." [00:12:30]
- "You cannot do list hygiene based on fake opens and fake clicks. You need to focus on real human interactions." [00:50:45]
- "The biggest value of open rates is when you're looking at open rates over time per destination." [00:46:30]
Stay tuned for more episodes of emailgeeks.show, where we continue to explore the latest trends and insights in the world of email marketing. Don't forget to subscribe and leave a review if you enjoyed this episode!
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EmailGeeks.Show Season. 1 Episode: 12
Copywrite: DATAMEDIA | Sella Yoffe
Podcast Page: Email Geeks Show website
Episode Page: https://emailgeeks.show/jakub-olexa-nhi-non-human-interactions/
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License code: TPPQ0BDS5ZP1NWZL
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