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…
Why B2B Brands Face Unique—and Sometimes Self-Inflicted—Email Deliverability Challenges
Email deliverability can feel out of your control. This is perhaps especially true of B2B brands, which have traditionally struggled with the mercurial spam filtering behaviors of corporate email servers and the IT overlords that control them. However, with Google Workspace and Outlook 365 making serious inroads into the corporate email market,…
Hide My Email Elevates Risks of Temporary Email Addresses
Email marketing is a great way to build long-term relationships, but marketers have always wrestled with accepting low-value email addresses from would-be subscribers. B2C brands wonder if a subscriber has provided their primary email account or a secondary address they check far less frequently. And B2B marketers debate accepting freemail addresses or…
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…
Audience Acquisition Source Ideas to Explore: An Oracle Consulting Checklist
Checklists can inspire you, help you identify gaps, allow you to take inventory, and provide an easy-to-follow action plan. At Oracle Marketing Consulting, we use checklists all the time with our clients. In fact, we love them so much that we wanted to share some of our most useful checklists, including this…
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…
The 7 Factors that Determine Email Deliverability
Poor email deliverability can be costly, causing a brand’s emails to end up in the spam folder or blocked entirely instead of reaching their subscribers. While deliverability can sometimes feel out of a business’s control, inbox placement is actually governed by seven factors, all of which are directly or indirectly under their…
The 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…
Dyspatch: 11 Quick Tips to Avoid the Email Spam Folder
There are no sneaky loopholes to trick the algorithms. But there are rules and tips you can use to hit the inbox and avoid the spam folder. In this post, Dyspatch talks with me and three other email experts to assemble 11 quick, proven ways to send emails that always land in…
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,…
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 I’ll explore strategies and tactics, share tips and inspiration, and discuss industry news and trends.
Chad S. White
Head of Research
Oracle Marketing Consulting
and
Author of the book
Email Marketing Rules
Features
