Build an Effective SMS Lead Generation Campaign

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Email marketers will seek out alternative metrics to open rates in a post-Apple MPP world What/why: As of September 2021, any emails you send to people who use Apple Mail are subject to Apple Mail Privacy Protection (MPP). What does that mean? Well, for email marketers that means your open rates likely appear higher — sometimes much higher — than they truly are. After a year of sending emails in this post-Apple MPP world, marketers are finding more accurate and important metrics than open rate to assess the success of their email campaigns.

“A major trend for 2023 is drifting away from basic metrics like open albania whatsapp data rates and toward more meaningful KPIs.” Ann Handley, Digital Marketing & Content Expert Ann goes on to say, “It’s partly driven by new data privacy rules making open rates chaotic and unreliable. Yet it’s also driven by our need to use email more strategically. I see my own email newsletter (annhandley.com/newsletter) as a nurturing tool. So I track what I call the Open To Write Back Rate (OWBR) as a key indicator of engagement: How many hit reply and write back to me? Why? It’s an important signal of engagement (AND ensures deliverability!).

” What to do: Identify the key metrics to track success in your own campaigns. Can you track success from clicks, sales from an email, or other engagement metrics? It might be time to encourage more in-email engagement with AMP for email. Ann Handley finishes by mentioning that “email newsletters help build relationships and trust. In 2023, adjust your metrics accordingly.” Ann Handley, chief content officer at MarketingProfs, is a keynote speaker and Wall Street Journal bestselling author. More AMP for email usage, specifically for transactional emails but also to create engaging content What: AMP for Email is a framework to make your emails interactive and dynamic.