Page 10 - What the Heck is Mail Privacy Protection?

You can master MPP the same way you eat an But keep in mind that while Apple users

elephant—one small piece at a time. represent a significant market share, they’re

only a portion of your list. Senders should

Open rates are, and always were, a piece of a continue to review accurate open data provided

much larger puzzle. By using strategies like the from non-Apple Mail users to determine if any
WHAT THE HECK to have one beautiful portrait of your email Validate your lists
suppression algorithms are appropriate.
following, you can put all the pieces together

performance. Magnifique.

DO I DO NOW? Redefine engagement Regular list validation becomes even more

critical in an MPP world.

In the post-MPP world, emails to Apple Mail

clients almost always generate a pixel fire. So,

data to decide when to suppress inactive
these users give the impression of being active Now, senders can no longer use open rate

PANIC! Just joking. There’s no and engaged—even when they aren’t. email addresses. Instead, put more focus on

regular validation of the email addresses you’re
need to panic now. It’s hard to rely on any one metric to determine sending to so you can identify addresses that

if a subscriber is engaged. Moving forward, are no longer functional. If you don’t, you’re

consider different engagement and intent likely to see a hit to your reputation and inbox

indicators. How many clicks does an email get? placement.

How many times is it forwarded? Those can’t be

prefetched and cached! Establish a re-engagement series

Since your subscribers’ engagement levels
Instead of using open rate data alone, senders are now less certain, you’ll need to proactively

should consider building a hierarchy to ask your audience if they’re still interested in

determine subscriber engagement. Try using hearing from you.

a combination of last clicked date and last

purchase date when building an active segment If subscribers fail to engage with your win-back

or deciding when to suppress non-responders.
attempts, it’s time to remove them from regular

mailings.

What the Heck is Mail Privacy Protection? 10