Shifting from a campaign-centric to a customer-centric approach strengthens long-term engagement.

"We need to have like an arc that you're building with them as well because their interests ebb and flow... understanding when they are should change your messaging."

Takeaway:

• Tailor email strategies to align with customers' changing interests.
• Move beyond single campaigns to nurture ongoing relationships.
• Dynamic messaging based on customer behavior enhances engagement.

CDPs offer solutions to unify fragmented customer data, enhancing marketing effectiveness.

"Things like CDPs are really helping because a lot of times we have this data, it's just fragmented and disconnected and all over the place... CDPs help unify information and clean it, scrub it."

Takeaway:

• Implement CDPs to consolidate data across channels.
• Use unified data to create more personalized and relevant campaigns.
• Enhanced data leads to better insights and improved campaign performance.

MPP's effect on deliverability is causing increased scrutiny from blocklist monitors like Spamhaus.

"There's a lot of senders who are currently like under warning at Spamhaus and it's impossible to connect those to MPP. But it seems to me to be more than coincidental that... all of a sudden there's a huge number of warnings from Spamhaus."

Takeaway:

• Reduced visibility into engagement can lead to deliverability issues.
• Monitor deliverability closely and adjust practices accordingly.
• Be proactive in maintaining list hygiene to avoid blocklist warnings.

Using misleading subject lines may seem tempting but can harm subscriber trust.

"Please senders do not like start trying to deceive recipients with subject lines. Like I've seen that before. It never, it never turns out well."

Takeaway:

• Avoid using clickbait or deceptive tactics in subject lines.
• Maintain transparency to build and preserve subscriber trust.
• Focus on delivering value to encourage genuine engagement.

Re-engagement strategies must adapt to focus on clicks rather than opens.

"Re-engagement campaigns used to be all about, hey, can we just get an open and see that that's a live communication. And now that's not sufficient, so those have to be redesigned to get a click."

Takeaway:

• Design re-engagement emails that encourage subscribers to click.
• Offer compelling content or incentives to drive click-throughs.
• Reassess re-engagement success metrics to prioritize clicks over opens.

Integrating data from multiple channels helps fill gaps left by unreliable open rates.

"There's a gaping huge hole in our qualification system... And a big way that we're gonna plug that hole is through omnichannel signals... We have had a very siloed approach to marketing and marketing metrics."

Takeaway:

• Utilize data from other channels to assess customer engagement.
• Break down silos between departments to share valuable insights.
• Adopt tools like Customer Data Platforms to unify and analyze data effectively.

With open rates becoming unreliable, focusing on click data is essential for measuring engagement.

"Clicks are like twice as powerful as opens and that they tend to qualify people for twice as long. So getting clicks is really, really important."

Takeaway:

• Prioritize strategies that encourage subscribers to click links.
• Redesign emails to include more calls-to-action that naturally generate clicks.
• Use clicks as a stronger signal of subscriber engagement over opens.

Speculating on whether Gmail will follow Apple's MPP helps marketers prepare for future changes.

"So I don't think that Gmail is going to do it... because they are the ones who pioneered engagement-based email filtering... we can't possibly be asked to adhere to rules that are predicated largely on opens and then they block our ability to see opens."

Takeaway:

• It's unlikely that Gmail will implement MPP-like measures soon.
• Gmail relies on engagement-based filtering, which requires visibility into opens.
• Marketers should focus on adapting to current changes rather than worrying about Gmail adopting MPP.

Mail Privacy Protection (MPP) has significantly impacted how marketers measure engagement and manage email lists.

"We are losing so much visibility into engagement and it's a really kind of a frightening situation for folks that are trying to do the right thing... because they can't see which folks are engaged and which ones aren't, and that makes it very, very difficult for them to do what's right."

Takeaway:

• MPP masks open rates, making it hard to identify active subscribers.
• Marketers need to find new metrics beyond opens to gauge engagement.
• Adjusting email strategies to rely less on opens is crucial in the MPP era.

Understanding the link between engagement and deliverability is vital for improving email campaign performance.

"Since engagement is so important, that means that email design is important and email messaging is important and personalization and segmentation and interactivity and all these things as they all contribute to engagement."

Takeaway:

• Good email strategy directly impacts deliverability; focusing on engagement improves inbox placement.
• Incorporate personalization and interactivity to boost subscriber engagement.
• Design and messaging are crucial components that influence how subscribers interact with emails.