Embracing AI tools is essential as they will become integral to email marketing strategies.

These tools are going to be really important in the years ahead... I think 10 years from now, these tools will be baked into a lot of what we do and it will be kind of second nature in many cases to how we operate.

Takeaway:

• Stay updated on AI advancements in marketing.
• Explore how generative AI can enhance your email campaigns.
• Prepare to integrate AI tools into your marketing workflow.

MPP impacts marketers' ability to manage engagement, which affects email deliverability.

What has changed is brands' ability to effectively manage their engagement so they can send all the right signals to inbox providers and be able to get their emails in the inbox.

Takeaway:

• Understand that engagement management is critical for deliverability.
• Find new ways to signal positive engagement to inbox providers.
• Maintain good sender reputation by adapting to changes.

Without reliable open data, determining optimal email frequency becomes challenging.

I think the sad thing is, and probably the biggest thing that MPP is going to do is that it's going to end up with subscribers receiving more emails than they would have otherwise because brands can't see when they become disengaged.

Takeaway:

• Be cautious about increasing email frequency without engagement signals.
• Implement preference centers to allow subscribers control.
• Monitor other engagement metrics to adjust frequency appropriately.

Marketers may resort to unethical practices due to the challenges posed by MPP.

Desperation makes people take more risk. You know, I've personally heard of brands wanting to share and sell open and click data to other brands so that they can figure out, oh, which of my subscribers are still engaging with emails in their inbox.

Takeaway:

• Avoid unethical practices like sharing or selling subscriber data.
• Focus on legitimate strategies to adapt to MPP challenges.
• Maintain trust with your subscribers by respecting their privacy.

Utilizing customer behavior data can help fill the engagement measurement gaps caused by MPP.

That's an exception that everybody has to get really used to right now, get really much better at measuring those connections. So looking at things like purchase, looking at app activity, looking at web activity.

Takeaway:

• Incorporate purchase and web activity data into engagement metrics.
• Leverage Customer Data Platforms (CDPs) for comprehensive insights.
• Recognize valuable customers even if email engagement appears low.

Adapting engagement metrics post-MPP is critical to maintaining deliverability and overall campaign success.

The rules have not changed... engagement is key. It matters so much. And when Apple Mail and Gmail and Yahoo... see your engagement falling, bad things start to happen in terms of deliverability.

Takeaway:

• Understand that engagement remains crucial despite MPP changes.
• Adjust your metrics to combine various engagement signals.
• Implement strategies to maintain high engagement levels.

With unreliable open rates, focusing on deeper engagement metrics provides a better understanding of subscriber behavior.

I think part of the issue with those open signals from Apple... It's more akin to delivered and that is definitely valuable because you don't get an auto open if an email goes to the junk folder.

Takeaway:

• Use other signals like deliverability to assess engagement.
• Focus on customer behaviors beyond email opens and clicks.
• Utilize data from other channels to get a complete picture.

Increasing clicks in emails is essential, but it must be done without adding friction to the user experience.

There are a lot of like creative ways and helpful ways that you can try to get more clicks... my favorite is like more non-promotional type CTAs, doing more polls and surveys and links to informational things that might help warm people up to then make a purchase.

Takeaway:

• Incorporate engaging content like polls and surveys to encourage clicks.
• Avoid adding friction by moving essential content from emails to landing pages.
• Use creative and helpful CTAs to boost click-through rates.

Relying solely on clicks as an alternative to opens may not be sufficient for measuring engagement post-MPP.

But the bigger issue is that clicks are still just too rare, right? Like there are roughly like eight times as many opens as there are clicks, something like that for a lot of brands like on average. I mean that's a huge void that we're trying to fill.

Takeaway:

• Recognize that clicks alone cannot replace opens due to their lower volume.
• Find additional ways to measure engagement beyond clicks.
• Develop a multi-layered strategy for engagement measurement.

Understanding the impact of Apple's Mail Privacy Protection is crucial for adapting email marketing strategies effectively.

What they did instead is that they've created just a tidal wave of fake opens that just sort of wash over all the real opens so you can't tell which ones are fake and which ones are real, and that has caused a lot of sort of profound difficulties for some marketers.

Takeaway:

• Be aware that open rates are inflated due to MPP, making traditional metrics unreliable.
• Shift your focus to alternative engagement metrics.
• Adjust your email marketing strategies to adapt to the new landscape.