Email Opens Are Not Dead: What’s Changed & What’s Not
Email opens have never been an incredibly accurate metric. Our approximation for the reads that inbox providers see, tracking pixel-based opens are deflated by image caching, image blocking, and email clients that don’t render images, such as voice assistants and smart watches. And they’re inflated by pre-fetching—most notoriously by Apple’s Mail Privacy…
Your Most Important Job as an Email Marketer Is…
When you saw the headline for this post, what did you think? Perhaps you thought… To get your campaign opened? To get your campaign clicked? To get a campaign conversion? To explore your options for where to put your focus… >> Read the entire post on Oracle’s Modern Marketing Blog
Apple’s Link Tracking Protection: The Impact on Email & Other Channels
First Mail Privacy Protection, and now Link Tracking Protection (LTP). Apple’s latest platform privacy change will undoubtedly have already-traumatized marketers concerned, given how much MPP undermined open rates and made it much harder to only send to engaged email subscribers. However, LTP is mostly aimed at online advertisers, so marketers will generally…
Loyalty Program KPIs: Measuring Health and Performance
A loyalty program should work for its members as well as your company, says Oracle CrowdTwist Senior Strategist Carly Mathews. It’s a balancing act. And to measure how good of a balance you’re striking, you need to track a variety of key performance indicators. With Oracle CrowdTwist clients, we measure many metrics,…
How to Use Apple’s Auto Opens Safely
The most disruptive element of Mail Privacy Protection is that Apple creates a mountain of fake auto-generated open signals to obscure the real opens generated by your subscribers. With MPP adoption at greater than 95%, that mountain is pretty big, especially for B2C brands. Brands’ email marketing programs have been affected differently…
Marketing Book Podcast: ‘A Lot of Structural Changes to How Email Marketing Works’
Six years after being on the Marketing Book Podcast to discuss the 3rd edition of Email Marketing Rules, I rejoin host Douglas Burdett to talk about the new 4th edition. During our 1 hour and 17 minute conversation, we cover a wide range of topics, including: What’s new in the 4th edition…
Validity’s Email After Hours Podcast: Why We’re Still Mad About Apple’s MPP
Since Apple introduced it in 2021, Mail Privacy Protection has had a profound impact on how email marketers operate and many are still struggling with how to adapt. I join Validity’s Guy Hanson and Danielle Gallant on the Email After Hours podcast to discuss everything MPP. We tackle the following questions: How…