There’s a lot of concern from email marketers about Apple Mail Privacy Protection implementation in September, killing email open rate as a trackable email campaign metric.
Before you hit that panic button, however, we’ve got good news. Change is hard, sure. But change is also a catalyst for positive growth. Here’s how email marketers can use this change as a catalyst to grow the success of their email campaigns.
1. Re-evaluate the metrics you’re using to measure your email campaign success.
It’s time to say goodbye to using the email open rate as a metric to measure the success of your email send. The open rate has always been a flawed metric. It has never given a true indication of folks who are engaged with your campaigns. In fact, many malicious email addresses, such as spam traps, honeypots, bots, moles, and disposable domains can appear to be real people opening your emails.
Instead, focus your energy on your click-through rate, your customer lifetime value, and revenue per email. These metrics will give you a much better indication of how engaged your subscribers are, how likely they are to buy from you, and how much return on investment your email campaigns are generating.
2. Assess email automation programs and restructure any programs triggered from email opens.
Many email marketers have relied on email open rates to curate lists of active or engaged subscribers. In addition, many marketing automation software providers allow marketers to trigger automated programs based on email opens. Review your automated programs to dig up any that are triggered based on email opens and restructure them to trigger from a different engagement indicator, such as email clicks.
3. Review images that require a reload on an open to work properly.
Since Apple decides what images are preloaded, email marketers need to look at any images that require a reload on an open to work properly. For example, countdown timers or real-time tracking content in your emails could pose a problem. This content could fail to function properly within Apple Mail users’ email inboxes.
The way to solve this? Email segmentation. Real-time content can still be used, but only where it can be accurately viewed. Leverage dynamic smart content in your ESP’s email builder to show live content for non-Apple users only.
4. Clean your list now with an email hygiene service.
Because problematic emails, such as bots, spam traps, moles, and disposable domains can open and click through your emails, they can cause deliverability roadblocks, damage your sender reputation, and get you blocklisted. Verification and validation solutions only help you to understand which emails are valid or invalid. Email hygiene offers deeper insights into these dangerous email threats.
Removing yourself from a blocklist and improving your sender reputation is a costly and time-consuming process. Utilizing an email hygiene service is a simple way to take preventative measures.
For the email hygiene best practices you should be using, download The Email Marketer’s Survival Guide to Saying Goodbye to Apple Mail Tracking Pixels
5. Protect your list with a real-time lead validation API.
A real-time lead validation API protects your data at the point of entry. With it, you’ll eliminate entry mistakes, bot attacks, and ensure that accurate customer and prospect data is injected into your marketing systems and processes.
Clean your list with email hygiene, keep it clean with real-time lead validation.
Redefine Email Campaign Success Metrics and Take Preventative Measures
Ultimately, Apple’s push to do away with the email open rate will force email marketers to re-evaluate what email marketing campaign success looks like. Marketers will need to look to metrics like CTR, CLV, and RPE to determine which campaigns are providing the most value.
Email hygiene practices are more important than ever as September draws near. Adding email hygiene best practices to your email marketing process is an easy way to ensure your sender reputation stays healthy and you avoid those dreaded email blocklists.
Melissa McGaughey, Director of Marketing at Webbula
Melissa McGaughey is an SEO Strategist and Inbound Content Marketer with a decade of experience in B2B spaces. With a background in Agile Scrum methodology, developing processes and systems to streamline workflows, enhance productivity, and drive ROI is her jam.
Webbula is the undisputed industry leader in Email Hygiene, Data Enhancement, and Audience Targeting services. Check out webbula.com to see what Webbula has to offer.