Demand for privacy, transparency and more user control is growing. Several updates by Apple and Google have worked toward addressing these demands. It poses challenges for marketing going forward.
Recently, I watched a webinar hosted by Litmus about the State of Email Marketing and its future. It touched on several important topics and things we should pay attention to. It was led by Cynthia Price, VP, marketing at Litmus, and Jessica Raggio, VP, product marketing at Litmus.
Among the topics covered was Apple's mail privacy protection policy that's slated to go into effect in September. Here is a blog related to that topic by Litmus.
One interesting takeaway I had was an emphasis on re-engaging your inactive subscribers. It was suggested to be more attentive to the inactive subscribers as it can lead to big results. It was also suggested the ROI from re-engaging inactive subscribers could be better than the ROI for new subscribers. That's because the subscribers, active or inactive, have already said they want to engage with your brand. A relationship has been set. It's almost like reconnecting with a friend.
Another key takeaway was simple: start building your baseline of data now. What are your open rates? What are the CTRs? When do you have better open rates? Who's the audience? Understand your data now so you can adjust accordingly and keep that in the back of your mind.
The webinar also provided a state of email marketing report. You can view that here.
You can see the slides for the presentation here.
Here is an article via Constant Contact about the Apple Mail Privacy Protection.
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