Page 7 - What the Heck is Mail Privacy Protection?
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WHICH AREAS OF
EMAIL MARKETING Send Time Optimization (STO) functionality, extra care to make sure countdown timers
which relies on open data to determine the
aren’t outdated, local weather isn’t inaccurate,
optimal time to send a message, is now less
preferred store locations haven’t gone kaput...
accurate. There’s no surefire way to know when
you get the picture.
ARE MOST an email was opened (if it was opened at all) This will mean relying on non-email metrics to
because Apple pre-screens for their Mail app
users. If the email was truly opened, it could
better track your users’ movements on your web
IMPACTED? have been hours after the reported open time. properties, or asking recipients or customers
to set their locations in a user profile or email
But the impact of MPP isn’t restricted to open
preference center. Then, you can segment
rates. MPP also affects marketers’ ability
to collect other valuable information at the your lists into general areas like New York or
London, for example, and personalize the email
Maybe the better question is, which recipient level, including device and location experience for those general locales without
areas haven’t been impacted? information. Plus, dynamic content and other using tech that’s now apt to break.
fancy gadgets and gizmos available in email
these days will be affected by MPP. This type MPP has certainly thrown curveballs for
of functionality relies on the email content marketers trying to stay on the cutting edge. But
populating when the email is opened—not the don’t let this rain on your email parade. Grab an
time the email was sent. Senders need to take umbrella and get out there.
What the Heck is Mail Privacy Protection? 7
