No more Oracle marketing consulting. We are now Oracle Digital Experience Agency. So exciting times here, really a name change that reflects a growing number of changes over a period of the last few years.

• Understand the industry's move towards digital experience focus.
• Chad S. White emphasizes orchestrating all channels together.
• Consider rebranding to reflect evolving marketing trends.

The other thing that's really amazing here is it's Google and Yahoo collaborating on essentially a standard between the two.

• Appreciate the importance of inbox provider collaboration.
• Chad S. White views this as a step towards email standardization.
• Ensure your email practices meet these shared standards.

Opens are still incredibly useful and especially for measuring the engagement rate of your subscribers. So determining who's engaged and who's not. So if you have those signals, use them.

• Use open rates where they are still available.
• Chad S. White cautions against discarding open data prematurely.
• Enhance engagement measurement by combining multiple data points.

Yeah, we're definitely we're moving beyond channels. Again, we all love email but you know, the future is omnichannel, right? You know, all the channels working together in a cohesive way, unified data pools, unified customer records, you know, like that's the future that we're all gonna be living in.

• Integrate multiple channels for a cohesive customer experience.
• Chad S. White stresses the importance of unified data.
• Plan for an omnichannel strategy to stay ahead.

One of the really nice things about what Yahoo and Gmail are doing is that they're being transparent about the complaint rates that they are willing to tolerate.

• Stay informed about new standards from inbox providers.
• Chad S. White emphasizes adjusting practices to meet acceptable complaint rates.
• Transparency allows for better compliance and deliverability.

For the most part, link tracking protection is not a big deal for email marketers. Thank goodness.

• Most email tracking practices remain unaffected.
• Chad S. White advises that marketers need not worry excessively.
• Continue using standard link tracking methods confidently.

Now volume two is really much more for like a VP of marketing or someone who aspires to be a VP of marketing. It really lays out sort of the big picture of how all these things work, you know, how does deliverability work in general? And then volume one has all the, you know, the nitty gritty things that go into, you know, making sure that your deliverability is great.

• Use Volume One for tactical guidance on email marketing.
• Refer to Volume Two for strategic, big-picture understanding.
• Combining both volumes offers a comprehensive approach as per Chad S. White.

That's the world that we live in now is that you need to kind of like draw these faint lines, these dotted lines between this activity, you know, this very like customer centric view and then you just need to make some assumptions, some educated assumptions and then watch your data to see what happens.

• Move beyond relying solely on open rates.
• Use multiple data points to assess subscriber engagement.
• Embrace a customer-centric view as recommended by Chad S. White.

But the problem with the old data that we had is that it's rolling off, you know, we're now at the two year anniversary of MP P just happened and, you know, there was that ramp up period of MP P adoption, right? And probably now when you're listening to this, you're going to be well into your audience that's passing that two year mark where now all of a sudden if there's someone who's using MP P that enabled MP P and is primarily using Apple Mail in its various forms, you don't have any old opens anymore that you can use.

• Recognize that MPP affects your email open data beyond two years.
• Shift focus to more holistic engagement metrics beyond opens.
• Chad S. White suggests using other data points like website activity and purchases to gauge subscriber engagement.

MP P came into existence, dark mode for email, schema and email annotations, CDPS and obviously generative AI. None of those things existed when I wrote the third edition.

• Keep up-to-date with industry changes to adapt your email marketing strategies.
• Chad S. White emphasizes the importance of staying informed about new technologies like MPP and generative AI.
• Regularly review and update your practices to remain effective in a rapidly evolving landscape.