Apple's upcoming Mail Privacy Protection (MPP) in iOS 15 will significantly reduce email marketing data. This episode provides ecommerce operators with essential insights into preparing for these changes, understanding their impact, and implementing solutions to maintain effective email campaigns despite the reduced data visibility.
Key takeaways
Segment email lists based on engagement and purchase history rather than open rates, as MPP will obscure this metric for Apple Mail users.
Focus on fostering direct customer relationships and collecting zero-party data through surveys, quizzes, and preference centers to compensate for lost behavioral data.
Diversify marketing channels beyond email, exploring SMS, push notifications, and social media to ensure continued customer reach and engagement.
Leverage advanced analytics within ESPs (Email Service Providers) to identify trends and optimize campaigns using available data points, adapting strategies to a privacy-first landscape.
Shift email content strategy towards value-driven information and personalized offers that incentivize clicks and direct engagement, as open rate optimization becomes less viable.
On today’s episode, Kunle is joined by Guy Hanson, VP for Customer Engagement, Validity, a data integrity platform that enables constant assessment of customer data quality coupled with marketing analytics.
Frequently asked about this episode
What does this episode say about customer engagement?
Segment email lists based on engagement and purchase history rather than open rates, as MPP will obscure this metric for Apple Mail users.
What does this episode say about data privacy?
Focus on fostering direct customer relationships and collecting zero-party data through surveys, quizzes, and preference centers to compensate for lost behavioral data.
What does this episode say about email marketing?
Diversify marketing channels beyond email, exploring SMS, push notifications, and social media to ensure continued customer reach and engagement.
What does this episode say about marketing strategy?
Leverage advanced analytics within ESPs (Email Service Providers) to identify trends and optimize campaigns using available data points, adapting strategies to a privacy-first landscape.
What does this episode say about customer engagement?
Shift email content strategy towards value-driven information and personalized offers that incentivize clicks and direct engagement, as open rate optimization becomes less viable.
