Litmus
FEBRUARY 3, 2022
The email marketing community has kept close watch on how Apple’s Mail Privacy Protection (MPP) may disrupt the significance of traditional email marketing metrics since last fall. If you look at Gmail use from a pure numbers standpoint, prefetching appears to have the power to muddy quite a few open rates. Windows NT 10.0;
Litmus
AUGUST 2, 2021
For example, we have separate teams for email strategy, build and execution, and results & analysis. Since we may not be able to rely on open rates anymore as an indication of activity (because of Apple’s Mail Privacy Protection ), you should be more intentional about asking your subscribers if they still want to hear from you.
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Martech
APRIL 23, 2024
However, the downstream effects of increased data collection restrictions mean various metrics — like open rates and measurement methods used to benchmark success — are no longer reliable. Because of this, you’ll need to shift your strategies.
Martech
OCTOBER 30, 2023
Yet, you can also derive this information from Progressive Profiling and analysis of their individual behavior within an email or series. If you are sending too frequently, you may see a drop in your open rates. Send frequency should be based on gauging how frequently your audience interacts with your emails.
Litmus
OCTOBER 14, 2021
But there’s a lot of data out there, and it can put you into analysis paralysis. A great open rate just shows how flashy your subject line is. And, there’s been a lot of change on the reliability of open rates anyway because of Apple’s Mail Privacy Protection. So what’s a good place to start?
Litmus
DECEMBER 7, 2022
I’m curious to see how digital marketers pivot away from subject line testing since open rates are no longer a reliable metric. Will they shift toward measuring other (more meaningful) types of engagement—click-through rate and response rate? A/B email testing will become more intentional. “I’m
Zoominfo
OCTOBER 5, 2021
Recent mail privacy protection changes in Apple’s new iOS 15 have put the crosshairs on email open rates, possibly ending that metric’s usefulness to marketing teams. There are absolutely better barometers, and even absent Apple making this change, I would still say open rates should not be your rudder,” Hopkinson says.
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