Email Marketing RulesThe 2 Social Contracts Being Broken by Apple’s New Privacy Protections
Apple’s Mail Privacy Protection will have broad implications for how brands operate their email marketing program. These changes are most disturbing because they disrupt norms that have been in place for more than a decade—norms that have served consumers well and kept marketers honest. I would go so far as to say that these norms amount to social contracts, which Apple is now putting marketers in danger of breaking.
The first social contract is between mailbox providers and marketers, and it is: “Send emails that recipients not only tolerate, but engage with—or your emails will be junked or blocked.”
The second social contract is between subscribers and marketers, and it is: “Send relevant emails at a reasonable cadence—or we’ll opt out.”
For a full discussion of each of these…
>> Read the full post on the Only Influencers Blog
Welcome! Email Marketing Rules is your guide to understanding the best practices of this complex, often misunderstood channel as you craft the best executions for your brand. Every week, we’ll explore strategies and tactics, discuss tips and inspiration, and dig into industry news and trends.
Chad S. White
Head of Research
Oracle Digital Experience Agency
Author of Email Marketing Rules and nearly 4,000 articles about digital and email marketing
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