Bobi Nikolovski of Flowium

The Email Deliverability Podcast

Bobi Nikolovski is a Head Email Marketing Technician & Quality Assurance Specialist at Flowium.
In this one Luke grills a real newsletter whiz on how ecommerce brands can keep that deliverability flowing (get it - flowing / Flowium).
00:00.00
lukeavedon
All right? We're here with Bobby from flovium the brilliant email mastermind Bobby how did you get into the email business. Hello.
00:09.36
Bobi
Hello Guys So Well to be honest, it was in incidental I was looking for a job on Upwork and I was applying on different jobs and then this one opening showed like. I Had no experience. Not the end. The job posting was saying like we're looking for someone for to work in email marketing position. No experience required will provide all the ah the trainings and stuff and then I applied for half of the price that was offered just to get the job.
00:34.43
lukeavedon
Um, wow.
00:42.72
lukeavedon
Okay, so it was through up work that's incredible. That's how you got into flovium as hitting milboard that was among first. Oh yeah.
00:46.60
Bobi
And yet yeah it was throughout work. Yup no, that is how I got my first email marketing even though I I got the the job but flowing also through upwork.
01:02.45
lukeavedon
Wow, that's fascinating. Interesting. Are they based in Eastern Europe also yeah oh my hometown. Okay, that makes sense interesting interesting. So thank you so much for doing this. Um.
01:06.22
Bobi
Flow you? No no, no, it's New York based company. Yep.
01:19.34
lukeavedon
Going to get right into the nerd stuff because I'm so excited to interrogate you so I have heard you say that for a newsletter email deliverability. The only thing that matters is the open rate. That's the only thing to really focus on. Could you like it.
01:21.82
Bobi
Sure.
01:35.38
Bobi
I'm not sure if I said exactly like that. But the actual thing is from what we see on the account that we work with that is exactly what is happening so we have like 60 accounts around 60 accounts that you're working right now.
01:37.87
lukeavedon
Okay.
01:51.91
Bobi
And what we are seeing is that the open rates is the only thing that's matter because like Click rates are decreasing because of able privacy. You know how able privacy is making all of the people who are opening with it who are actually receiving email with it.
01:52.10
lukeavedon
Um, oh.
02:02.86
lukeavedon
Me oh.
02:09.35
lukeavedon
Um, great.
02:11.72
Bobi
Are counted as automatic opens and because not all of them are actually opening their content as open rate. So you are having a bigger engaged segment because of those false opens and this is decreasing your click rate. It's simple mathematics you it's making you sense to more people.
02:22.98
lukeavedon
Um.
02:29.83
lukeavedon
Um, right? So you're saying Apple showing all images that is opened were overly optimistic about how many people are actually opening the email.
02:30.72
Bobi
Because of false data and then the click rate decreases.
02:45.29
Bobi
It's not images. It's emails like emails overall ah like when you send an email and people on iipo device when have Ipo privacy turned on automatically their email counts as opened like no matter if they open it or not.
02:47.46
lukeavedon
Right.
02:52.78
lukeavedon
Um, late.
02:58.43
lukeavedon
Um, right that.
03:02.36
Bobi
It will count as as open but the clicks are actually counted. So if you send to 10 people. Let's say 5 open 5000 but it will count as 10 opens and if 2 people open ah 2 people click on them that may be either 20% if you count the total opens. It may be 40% if you count just the pe