How Apple's Mail Privacy Protection Could Hurt Customer Engagement
iOS 15 launched to the public this week, and now we wait and see all the ways that it affects our emails.
Although this article was written a few weeks ago, it's focused on the long-term impact of the Mail Privacy Protection on marketing. It encourages us as marketers to do better in light of these changes instead of reverting to slimy marketing tactics of old.
There's already been so much said about iOS 15 and MPP and I don't have any unique insight to contribute, but Ashley's given her two cents about the matter in a previous issue that you should check out.
Psst! Curious about how MPP affects Curated specifically? Ashley addresses that in this link. Also, we're gathering feedback from our customers about any strange happenings with Curated newsletters due to iOS 15. We'll convert this information into a help doc that we'll share with you once it's ready. Keep your eyes on this channel.
Re-Evaluate Your Re-Engagement Strategy
No shocker that we are still trying to figure out “open rates” in the midst of MPP. However, this week’s Opt In Challenge is to read this Email Design article by Jen Capstraw and finesse your re-engagement strategy.
Discovered via Really Good Emails.
What Metrics Are You Tracking Now?
According to Adweek’s Trishla Ostwal, it’s official: thanks to MPP, open rates are no longer a reliable metric. Instead, we should track clicks, conversion events, revenue, and opt-outs. Full article here.
Discovered via theCLIKK.
Mail Privacy Protection Is Here. What Does It Mean For You?
Apple’s new privacy changes are live, and chances are you’ll be affected in one way or another. Here’s the latest from experts I trust.
Q&A: How Publishers can use Membership Models
“With traditional media funding models in disarray, a number of outlets are looking at alternative ways to ensure their profitability or survival, among them implementing a paywall for content, asking for reader donations, or creating a membership model by establishing a community of champions for their work.”
Check out this interview with Ariel Zirulnick of The Membership Puzzle Project (MPP), which recently published a guide to membership best practices and common mistakes after speaking with teams in 50 newsrooms.
Related: Read Doomscrolling and negativity bias: The way we consume news may be detrimental to our health
