Email Marketing RulesHow to Define Active Email Audiences as Opens Depreciate + Priorities for a Mail Privacy Protection World On-Demand Webinar
Apple’s Mail Privacy Protection (MPP) will likely only be the first mailbox provider to flood marketers’ systems with fake opens, obscuring real ones. Welcome to the Age of Email Open Depreciation. Although far from perfect, opens were email marketers’ most frequent signal of engagement, generally clocking in at about eight times the…
Creating Internal Digital Marketing Benchmarks that Work
Modern brands today are trying to benchmark their digital marketing campaigns to determine which ones are successful and inform improvements. But we find that many brands are often using their internal marketing benchmarks in an overly broad way. Correcting this problem requires a more granular approach to digital marketing benchmarks, one that…
Only Influencers’ Email Metrics Project: Ask the Right Email Questions
Email metrics are confusing and can be easily misunderstood and misused. To help marketers avoid mistakes, Only Influencers has launched The Email Metrics Project at oimetrics.com. This website is home to definitions, articles, and videos to educate marketers on how to calculate and appropriately use email marketing metrics. I’m honored to have…
LiveIntent’s Real Time Banter Podcast: Apple’s Mail Privacy Protection
I talk about all things MPP with LiveIntent’s Kerel Cooper and Jessica Muñoz. We discuss: What exactly is Mail Privacy Protection? How will Mail Privacy Protection affect testing within email? What metrics should marketers hone in on during this time? How should marketers approach data hygiene with these changes? What do these…
How Many of My Subscribers Will Be Affected by Apple’s Mail Privacy Protection?
Marketers now realize that Apple’s Mail Privacy Protection will impact a wide range of email marketing functions. By generating false opens, distorting open times, and obscuring IP addresses and device information, Apple’s changes will affect everything from email analytics and deliverability to email strategy and design in a significant way. However, some…
Webbula: If You Could Only Use 2 Email Metrics
As part of their Ask the Experts series of video interviews, Webbula asked: “If you could only use two email metrics, which two would you use?” I was happy to be among eight email experts selected to answer. I said return on investment (ROI) to help prove business justification, and subscriber lifetime…
Holiday Marketing Quarterly: Third Quarter 2021 Checklist
Oracle’s Holiday Marketing Quarterly gives B2C brands a quarter-by-quarter checklist for how to achieve more during the critical holiday season with their email marketing and other digital marketing channels. Along with guidance on planning, strategy, and prioritization, you’ll get advice and tips from some of Oracle Marketing Consulting’s more than 500 digital…
Identifying ‘Real Opens’ Is Key to Adapting to Apple’s Mail Privacy Protection
Apple’s new Mail Privacy Protection features will have widespread implications for email marketers. Why? It’ll affect everything from email analytics and deliverability to email strategy and design in a significant way. That’s because these changes, which debut this fall, will prevent email senders from seeing Apple Mail users’ open behavior, IP address,…
EEC: Apple’s Privacy Moves – Sky Falling or Time to Innovate?
The Email Experience Council asked me and 11 other industry thought leaders to provide their initial reaction and take on Apple’s newest privacy change to limit email tracking and mask IP addresses on the Apple Mail app, and its potential implications on email marketing. For my part, I said: “Consumers have been…
Webbula: The Industry’s Reaction to Apple’s New Privacy Protections
In the wake of Apple announcing that it would soon be disrupting tracking pixels, obscuring IP addresses, and pre-fetching and cached images for its Apple email client users, Webbula wanted to take the pulse of the email marketing industry and determine how everyone is feeling and what they think this means of…
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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