Email Marketing Rules7 Ways to Get More Email Clicks in the Age of MPP
Posted on March 31, 2023
By flooding email service providers with auto-generated opens, Apple’s Mail Privacy Protection (MPP) has substantially devalued email opens and dramatically increased the value of the next most common email action—clicks.
In the wake of MPP, clicks have become much more important in two critical areas of email marketing. First, clicks have become central to engagement-based algorithms, such as send time optimization and subject line optimization tools, which were previously almost entirely focused on opens. At the same time, auto-generated opens are now typically ignored by these algorithms. So, generating more clicks from your subscribers helps boost the performance of these engagement-based algorithms, which themselves in turn help deliver more clicks.
And second, marketers are using clicks more actively to manage inactive subscribers. Despite Apple’s move to obscure opens from senders, inbox providers still want brands to only send to recipients who are engaged. And good deliverability is just as important as it’s always been to email marketing success.
The good news here is that Oracle Marketing Consulting has discovered with our clients that a click is twice as strong as an open in terms of qualifying a subscriber as safe to mail. So, while a subscriber might, say, be safe to email if they opened at least one of a brand’s emails in the past 180 days, they’d be safe to mail for 360 days if they clicked. The bad news is that clicks are still far too rare a signal for most brands.
To drive higher click rates, brands need to use a range of strategies that span multiple stages of the Email Subscriber Lifecycle, from acquisition and onboarding through the stages of engagement. Here are seven areas of opportunity.
The Biggest Shifts in Email Marketing Trends for 2023
Posted on March 24, 2023
The turbulence of the past few years has heavily influenced recent email marketing priorities and is shaping the trends that will dominate 2023. We can see those shifts in the results of our fourth-annual Email Marketing Trends Survey, where we surveyed Oracle Marketing Consulting’s more than 500 digital marketing experts about the adoption and impact of 26 email marketing tactics and technologies, and then organized them into adoption-impact quadrants.
For a detailed look at all 26 trends and how they rated, check out our posts on:
- Unproven Opportunities, which are low-impact trends with low adoption
- Competitive Differentiators, which are high-impact trends with low adoption
- Proven Essentials, which are high-impact trends with high adoption
However, in this post, let’s go beyond the quadrant placements and look at the highest impact trends overall, the biggest increases and decreases in adoption and impact, the largest gap between the impact of a trend and its adoption, and more.
‘Email Marketing Isn’t Taught at Colleges’
Posted on March 22, 2023
How did I get my start in email marketing? What’s my advice for new email peeps? What’s my office setup like? How do I (attempt) to maintain work-life balance? To get the answers to those questions and more…
What I Got Right and Wrong about the Future of Email Marketing
Posted on March 21, 2023
With an updated and greatly expanded 4th edition of my book, Email Marketing Rules, out this month, I wanted to look back at the predictions I made about the future of email marketing in the 3rd edition nearly six years ago. I predicted 11 changes would occur in the next 10 years. A little more than halfway there, how on track are my predictions? Let’s take a look.
Email Marketing Trends for 2023: Proven Essentials
Posted on March 13, 2023
Email marketing is constantly evolving, so it can be difficult to know where to invest your time and energy from year to year. It’s extra challenging in turbulent times like these, when the economic environment, consumer behaviors, and business goals are shifting rapidly.
To help you prioritize your email marketing efforts this year, we surveyed Oracle Marketing Consulting’s more than 500 digital marketing experts, asking them to rate the current adoption of a range of email marketing technologies and tactics, as well as their predicted impact during 2023. We then mapped the results into adoption-impact quadrants.
In this post, we’re looking at the Proven Essentials, which are in the high adoption–high impact quadrant. The technologies and tactics in this quadrant are mature, but are still improving and delivering tremendous results.
Our Proven Essentials stand in stark contrast to our Unproven Opportunities, which still have significant risks associated with them and benefits that haven’t fully materialized. Our Proven Essentials also have a risk profile that’s the inverse of our Competitive Differentiators—that is, where our Competitive Differentiators offer a competitive advantage to early adopters, our Proven Essentials put late adopters at a competitive disadvantage.
Of the 26 trends we surveyed our digital marketing consultants about, 14 of them were rated as being in the high adoption–high impact quadrant for 2023. Let’s talk about each of them in turn.
The 4th Edition of Email Marketing Rules Released!
Posted on March 8, 2023
I’m thrilled to announce the release of the 4th Edition of Email Marketing Rules! Updated and greatly expanded, it demystifies this vital channel, guiding you through its complexities to find the best execution for your brand—the one that serves the needs of your business and the needs of your subscribers.
Volume 1 of Email Marketing Rules discusses 184 best practices that help you build productive, safe email lists, set the right program goals, create relevant messages, craft high-performance triggered emails, effectively plan and produce emails, and much more.
Volume 2 of Email Marketing Rules discusses strategic frameworks that help you understand the channel’s unique quirks, grow your audience, collect and use subscriber data, measure program success effectively, steadily improve your email marketing program, and much more—including 6 extensive checklists for auditing and optimizing your targeting, acquisition sources, cross-channel synergies, and more.
Together, both volumes give you the tactics and strategies you need to grow as an email marketer and grow your email program.
Creating & Maintaining Effective Automated Campaigns
Posted on March 7, 2023
Automations are among the highest performing campaigns a brand can send, dramatically outperforming broadcast campaigns. That’s despite typically representing less than 5% of a brand’s campaign volume, and receiving far less attention than they deserve considering their contributions to revenue versus other campaigns.
For instance, triggered and transactional emails generate 20% or more of email marketing revenue for 74% of brands, according to an Oracle Marketing Consulting survey. An astonishing 18% of brands generate the majority of their email marketing revenue from their automations.
Yet, despite that incredibly high performance, marketers chronically underinvest in their automated campaigns, depriving their organizations of even more stellar returns from these messages.
What would you need to do to seize this opportunity? What tasks would you perform if you wanted to dedicate time to your automated campaigns that was more proportional to revenue they’re generating for your marketing program? Making the most of your opportunities with automation requires the prioritization of a set of tasks that evolves as your program becomes more sophisticated.
We see there being five primary sets of tasks, with less sophisticated programs focusing more on the first few tasks and more sophisticated programs the last few…
The Last Word on February 2023
Posted on March 3, 2023
A roundup of email marketing articles, posts, and social buzz you might have missed last month…
Must-read articles, posts & reports
Is Image Blocking Still an Issue in 2023? (Email Optimization Shop)
5 Ways to Make Your Marketing Emails More Personal — Without Personalization (CMSWire)
30 Ideas To Improve Your Newsletter This Year (Inbox Collective)
4 Overlooked But Valuable Ecommerce Segments to Target with Email (Holistic Email Marketing)
Typographic Hierarchy: Print, Web, and UI Design (PimpMyType)
Insightful & entertaining social posts
We are 100% in agreement…
💌 Email is not dead
🎯 Segmentation & Personalization Rules
⚒️ Always Be Testing
🫂 We need to continue empowering each other
💌 We missed each other 💌#emailgeeks #anaeec #emailmarketing pic.twitter.com/Xm8DhP2I5h— 🔴 Guilda (@justguilda) February 10, 2023
It’s a nope https://t.co/yaqNfOi4JQ
— Val Geisler (@lovevalgeisler) February 6, 2023
Noteworthy subject lines
The North Face, 2/7 – Celebrate Black History Month with our team athletes.
Clinique Online, 2/23 – 4 trailblazing Black women reveal their favorite Clinique products.
West Elm, 2/13 – Support Black makers & businesses
Uncommon Goods, 2/6 – What if everyone spoke in conversation hearts on Valentine’s Day?
Olive Garden, 2/13 – We’ll play cook, you play Cupid 💘
Macy’s, 2/13 – Valentine’s Day is tomorrow, but you’re not too late
Williams Sonoma, 2/24 – Your grill has been waiting all winter for this
Patagonia, 2/13 – Critical warmth for spring summits
Superdry, 2/14 – Jackets for ever-changing weather.
Target, 2/7 – New in outdoor living & garden 🌱
YETI, 2/28 – Just In: New Seasonal Colors
Nordstrom, 2/11 – Sunseekers: your first port of call 🌞
Urban Outfitters, 2/26 – your beach day checklist ✔️
Big Lots, 2/23 – Your outdoor oasis awaits! ☀️
Abercrombie & Fitch, 2/13 – A bunch of cute dresses in here…
Duralast at AutoZone, 2/28 – You won’t find these parts anywhere else
Uncommon Goods, 2/23 – Anniversary gifts living double lives
CB2, 2/4 – your friends will say you have excellent taste
Huckberry, 2/10 – Our GOATs
lululemon, 2/21 – What’s the Align lifestyle?
Allbirds, 2/7 – Don’t Miss: A Sustainable Alternative To Leather
MoMA Design Store, 2/11 – “The Porsche of Trash Cans”
Nordstrom The Thread, 2/22 – Introducing… The Thread Letter
The North Face, 2/28 – See why world-class trail runners rely on Summit Series
Chubbies, 2/21 – CHUBBIES X GEORGE KITTLE
Victoria’s Secret, 2/21 – JUST DROPPED: VS x Naomi Osaka
Zara, 2/22 – Back in stock! Rhuigi x Zara collection
Urban Outfitters, 2/10 – NEW one-of-a-kind styles from Kevin Leonel →
Macy’s, 2/11 – Open a Macy’s Card 💳 for a special Valentines treat (deets inside)
Banana Republic, 2/28 – Download The BR App To Enjoy Early Access To Friends & Family
Clinique Online, 2/17 – Try on foundation virtually.
New posts on EmailMarketingRules.com
Received 100+ Welcome Emails. Here’s What I Learned
Email Marketing Trends for 2023: Competitive Differentiators
Your Most Important Job as an Email Marketer Is…
Email Marketing Trends for 2023: Unproven Opportunities
Email Blocklists: How to Get Off One, and Stay Off Them
Navigating the Post-Holiday Season: Gift Returns, Customer Debt, & Gift Cards
5 Takeaways from Signing Up for Marketing Emails from 100 Brands
Received 100+ Welcome Emails. Here’s What I Learned
Posted on March 2, 2023
I shared takeaways from having signed up for promotional emails from 100 brands in my CMSWire last column, so for this one I want to share what happened next: I received a lot of welcome emails!
But that’s not to say there weren’t some surprises. There were. Here are my key takeaways and the major opportunities I see for brands when it comes to crafting better onboarding experiences.
Email Marketing Trends for 2023: Competitive Differentiators
Posted on February 28, 2023
Email marketing is constantly evolving, so it can be difficult to know where to invest your time and energy from year to year. It’s extra challenging in turbulent times like these, when the economic environment, consumer behaviors, and business goals are shifting rapidly.
To help you prioritize your email marketing efforts this year, we surveyed Oracle Marketing Consulting’s more than 500 digital marketing experts, asking them to rate the current adoption of a range of email marketing technologies and tactics, as well as their predicted impact during 2023. We then mapped the results into adoption-impact quadrants.
In this post, we’re looking at the Competitive Differentiators, which are in the low adoption–high impact quadrant. The technologies and tactics in this quadrant are not completely proven, but some companies are already seeing great results from using them. They offer a significant competitive advantage with considerably less risk than our Unproven Opportunities.
But, there are still risks, including the acquisition of smaller providers, frequent process and feature changes as the technology stabilizes, frequent changes in best practices as knowledge grows, changing cost structures, scarcity of needed skills, and other issues. These hassles and expenses are easier to accept, however, because many adopters are already seeing sizable returns on their investments. Their willingness to accept some uncertainty in exchange for good returns gives them a distinct advantage over their competitors, most of whom have yet to embrace these tactics and technologies.
Of the 26 trends we surveyed our digital marketing consultants about, eight of them were rated as being in the low adoption–high impact quadrant for 2023. Let’s talk about each of them in turn.
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
