This therefore means a new challenge for Email Marketing, since to date, openings have been the main sign of engagement.
Apple MPP
With this in mind, we believe that the following points can help overcome this situation:
1. Classify users into two groups .
As we have said before, we are currently faced with oman mobile phone number list the added difficulty that some of our users have Apple's email privacy protection.
Therefore, we will classify our subscribers into two groups . The first will consist of MPP users and the second, non-MPP users.
So, for the latter we will continue to carry out the same actions, looking for openings and clicks. On the other hand, for MPP users we have thought of other types of actions that will help you adapt in a different way .
MPP users and non-MPP users
– Rely more on clicks.
Since openings have been affected, brands will have to rely more on clicks, which are also much more powerful than opens . Later in this post, we will see the best ways to get them.
– Use omnichannel.
Brands need to use omnichannel to ensure that they can consider an email address safe to send to. That is, if the same account interacts through different marketing channels , whether it be SMS, push notifications, activity on your website or app, and even makes purchases, it will help us to qualify subscribers as safe.
– Place them in a reintegration program.
As we have said before, we will place inactive MPP users in a special re-engagement program with the goal of getting them back. We can check by sending emails to see if they are still receiving their emails in their inboxes. If so, we still have a chance to get them back .
So, once we have created a special recovery program for inactive MPP users, we will take advantage of the opportunity that we still appear in their inbox and we will send them fewer campaigns and only those that we consider to be more successful , that is, those that can generate an interaction with the subscriber more easily.
2. Get more clicks .
As we have discussed above, marketing teams need to focus more of their efforts on getting more clicks. The best ways to get them are:
– Send welcome emails.
– Use non-promotional CTAs.
– Prioritize the top half of your email design.
– Combine relevant CTAs with less relevant CTAs. (Ex: Subscribe / Read more)
– Look for ways to get clicks, such as offering rewards to subscribers.
