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Posted by Chad S. White on November 22, 2021

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Priorities for a Mail Privacy Protection World on-demand webinar

Apple’s Mail Privacy Protection (MPP) will likely only be the first mailbox provider to flood marketers’ systems with fake opens, obscuring real ones. The Age of Email Open Depreciation is here. Despite being far from perfect, emails marketers’ most common signal of engagement was the open, which generally clocked in at around eight times as many clicks. Marketers relied on this metric to drive a variety of activities. Email opens can be used to identify active subscribers for targeting and inactive subscriber suppression.

While email clicks can fill the void left by opens when it comes to send time optimization and subject line optimization, email audience selection requires a much broader approach. The best way to determine whether a subscriber is active or inactive is to look at their activities as both a subscriber and as a customer on other channels.

To do that successfully will require brands to look at the right customer activities and use appropriate lookback windows for both existing subscribers and new ones. This webinar provides a brief overview of the issues and includes helpful visuals. We also discuss each issue in detail in this post.

>> Read the entire post and watch the on-demand webinar on Oracle’s Modern Marketing Blog

Chad S. White, ,

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