How Can Your Email Campaign Adapt To Apple’s MPP?
When Apple announced its latest privacy feature, Mail Privacy Protection or MPP, at their annual Worldwide Developers Conference (WWDC 2021) last year, email marketers across the globe were thrown into a tizzy. With MPP, the recipient’s IP address would be masked which basically meant that marketers could no longer glean any information about their subscribers’ mail activity. Neither would they be able to determine their customers’ location nor link their IP address to any of their online activities. And most important of all, the days of tracking email open rates to gauge engagement were now officially over.
As more clarity regarding the feature was made available in the days to follow, the panic subsided. However, there was no denying that the face of email marketing had changed definitively. Cut to the present, every other business out there is in the process of refurbishing its email marketing strategy to the tune of MPP. Are you too? Well, you’re just at the right place then. Today, we discuss various techniques that will help you adapt your email campaign to Apple’s MPP. Read on to find out!
Track Metrics Other Than Open Rates
If you were reliant on open rates to measure the engagement and success of your campaigns, it is time to make the switch to other metrics. Many believe that the death of the open rate will affect the deliverability of their emails, for now, they have no reliable metric to track it. Well, the truth is, it will not. The fact is, the open rate isn’t all that reliable as it is made out to be. Sure, it lets you see how many of your subscribers interacted with your communications but those numbers can easily be altered by mailbox providers, autoresponders, and anti-spam filters. The bottom line is, MPP has no effect on deliverability; all it has done is push marketers to look for alternatives to open rates to measure the performance of their campaigns. Fortunately, there is no dearth of options when it comes to email tracking metrics:
- Click-through rate: Your click-through rate or CTR is a measure of the number of recipients who clicked on the links embedded in your email. When your CTR is high, it means your offerings have successfully managed to capture the imagination of your subscribers.
- Conversion rate: As you might have guessed from the name already, tracking your conversion rate lets you understand how many of your readers go on to complete a transaction after clicking on your email’s CTA. A low conversion rate could be suggestive of problems with your landing page or overall website design.
- Revenue per email: Keeping a tab on revenue per email helps you understand the earnings you make on average for every email you deliver.
- Bounce rate: Email bounce rate is a measure of the number of emails that failed to reach your subscribers’ inboxes. High bounce rates can be indicative of an unmaintained email list.
- Unsubscribe rate: Monitoring your unsubscribe rate will help you stay on top of your customer’s pulse. If it registers an alarming spike, you should look into the quality of your email content, timing, and sending frequency at the earliest.
Focus On Discovering Cross-Channel Marketing Opportunities
If you want to truly expand your reach and visibility, you must work towards building a marketing strategy that integrates multiple channels and eliminates silos. In other words, cross-channel marketing is the future, and the sooner you hop onto this bandwagon, the better. If at all MPP has brought about certain limitations in your email marketing strategy, you can attempt to make up for it through other channels such as SMS and push notifications. This will help you tackle the issues that arise on account of not having access to complete open data.
Get Clever With Surveys
So what if you can’t monitor anymore whether your recipients are interacting with your emails or not? You have multiple tricks at your disposal to invite engagement, one among them is surveys. An excellent tool for gathering customer feedback and first-party data, surveys allow you to lay the foundation for continuous improvement.
Wrapping It Up
Apple’s Mail Privacy Protection is not the death of email marketing. Anyone who claims so is operating with an obsolete toolkit. MPP has encouraged email marketers to focus more on what subscribers are doing after clicking on their emails. Subsequently, this will enable them to deliver improved customer experiences in the future.