Page 11 - What the Heck is Mail Privacy Protection?
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However you define inactivity, MPP can help Make unsubscribing simple proxy for open rates. Clean your lists using
senders gain valuable deliverability insights for The unsubscribe link: So hot right now. our Validation tool to confirm your addresses
re-engagement campaigns. If you see emails belong to real people, and then use clicks to
to inactive Apple Mail users marked as opened, Many marketers believe unsubscribes to determine who isn’t clicking (and perhaps not
this confirms a) the address is still valid and b) be a negative metric. But from a reputation even opening, though your reports may tell you
your message reached the inbox. See? It’s not standpoint, unsubscribes are far preferable otherwise). Then, sunset them from your lists
all doom and gloom. with confidence.
to receiving spam complaints. Since MPP
obscures genuine subscriber activity,
Gather zero-party data Everest also organizes your engagement data
marketers need to rely on their audience to
MPP means there is now a need to laser-focus share indicators of engagement. so you can easily segment Apple Mail users
on zero-party data. This is data customers from other platform segments to make more
intentionally and proactively share with your Making unsubscribe links prominent and actionable decisions from your data. It’s like
brand. If subscribers genuinely value their simplifying the opt-out process are two Everest is the Watson to your Sherlock: the
privacy but also want to receive personalized major ways to get a clear look at subscriber ultimate sleuthing team.
messages, they’ll usually provide information engagement.
to brands they like and trust. In fact, 83 percent
of consumers say they’re willing to share their MPP’s automatic loading of images also
data to create a more personalized brand means more scrolling to find the unsubscribe
experience. link, which is usually located in the email footer.
In response, senders should consider adding
Examples of zero-party data include personal an unsubscribe link to the top of every email.
context like a customer’s age, location,
purchase interests, and communication Use the right technology
preferences.
Using Validity Everest gives you a 360-view into
all the email performance signals available to
With zero-party data, senders can plug the you. You’ll be able to look beyond open rates
audience information gaps left by MPP to get a more complete view of campaign
and keep fighting the good fight to deliver performance. Proactively monitor your inbox
personalized emails.
placement rates and sender reputation as a
What the Heck is Mail Privacy Protection? 11
