We\u2019re very excited here at SegMetrics to hear that open rates are the next victim of iOS updates. It\u2019s a similar change to Gmail\u2019s image prefetching update a few years ago, which will make open rate stats even more drastically inflated and meaningless.\u201cThe iOS 15 update means that marketers could lose around half of their open rate data. That will render it effectively useless, as it can no longer be used as a legitimate KPI or optimization metric.\u201dOmnisendAnd that\u2019s great news! Because do you know what\u2019s worse than not optimizing your campaigns? Optimizing them for misleading metrics\u2026Open and click rates – misleading marketers for decades Here at SegMetrics, we\u2019re big optimization nerds. There\u2019s nothing we love more than combing through data to determine what\u2019s working.So you\u2019d think we\u2019d enjoy open rates, rights?Well, the bad news is that testing subject lines to improve open rates has never been helpful. According to Mailchimp’s data:\u201cUnfortunately, we found that opens and clicks don\u2019t predict revenue any better than a coin flip!\u201dThis is confirmed by research into 50 million emails, that concluded:\u201cOpen rates wrongly predict success 53% of the time\u201dOr in other words, an improvement in open rates has no connection to improving sales.(Note: We\u2019re sorry if this reality check is distressing. We\u2019ll understand if you want to take a minute to try and reason why we\u2019re wrong)Focusing on what matters – money!Now we\u2019re not just saying you should take a hit and hope approach to your emails. Open rates are meaningless, but there\u2019s a better alternative!How about…which emails actually make money!Alternative #1, measure immediate salesThe most obvious choice is to measure which emails are leading directly to purchases. This is standard in e-commerce, where most emails are aimed at bringing in sales (although there’s other options). Most major email platforms have integrations for platforms such as Shopify and Woocommerce to attribute sales to email clicks.For industries such as info products, this isn\u2019t always so straightforward. You might have a nurture sequence where immediate sales aren\u2019t the aim, which brings us to…Alternative #2, measure impact on LTVWith tools such as SegMetrics, you can see how email sequences impact average lifetime value.This is ideal if your aim is to increase spending, days, weeks or even months after someone received the emails. Revenue data from your email platform or payment processor will be matched up with someone’s contact data and the sequence they have been tagged with.It is ideal if you have a long nurture sequence before pitching your course, or want to build the brand relationship after a first purchase.Example: lead follow up sequenceLet\u2019s say you have a free mini-course you email out to people who downloaded your lead magnet, after which you pitch your main product. You\u2019ve been wondering if switching the content to a different content would be a good idea.Previously, you might have looked at the open rate to see if the new series got in front of more eyeballs.But with SegMetrics, you can split test them to see which brings in more revenue. SimplyTag leads with which email sequence they are receivingLet the emails run until enough people have gone through the funnelUse SegMetrics to see the revenue attributed to each tagIf you then want to take it up a level, you could even measure which course content works best with which lead magnet!