Email Marketing Trends for 2022: Competitive Differentiators
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 consumer behaviors and business goals are shifting rapidly. To help you prioritize your email marketing efforts this year, we surveyed…
How 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,…
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…
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…