Additionally, changes were made to make consumer privacy more protected and controlled. This meant that marketers had to be more innovative with the methods they used to get to know their customers, potential customers. So what do all these ireland business fax list changes mean for email marketing this year? We asked the experts to provide us with the top lessons from 2021 that they will use for their email marketing strategies this year. Check out what they have to say.
1. Focus on essential metrics for success
Alex Souchoroukof, Digital Marketer para Moosend
The pandemic brought many changes to the world of email marketing, and 2021 was no exception. The most crucial lesson for me was the update to Apple’s Mail Privacy Protection (MPP).
What's the significance of this update? When you turn on Email Privacy Protection, it preloads your email content and activates the tracking pixel that used to track open rates. This means that open rate is no longer an accurate metric of success, especially if your email list has a significant number of Apple Mail users.
As a result, other metrics like click-through rate and conversion rate will become more important in 2022. While many email marketers were disappointed by this update, many believe that Apple’s update pushed marketers to focus on more essential engagement metrics.
Metrics like conversions and clicks can help organizations optimize campaigns to deliver results that have a more significant financial impact. This brings me to the second takeaway from 2021.
