If your marketing strategy is founded on the email open rate, then the data privacy landscape of the future could be an unpleasant awakening …
Here are highlights from article Why Email Open Rate Is Dead – and How Account Engagement Can Help – The Spot
1. User-controlled features can impact email open rates:
– Apple Mail Privacy Protection makes it look like an email has more opens than it actually does.
– DuckDuckGo’s email inbox may “hide” interactions from marketing tools.
2. Security bots can inflate click rates in email reports.
3. Marketing Cloud Account Engagement offers tools to support email marketers:
– The “Email Clients” report gives a breakdown of email clients used, including those using Apple Mail Privacy Protection and Outlook.
– Outlook users may not have their opens recorded if they don’t download images or click on a link.
4. DuckDuckGo’s inbox is designed to “hide” email opens or link clicks from marketers.
5. Assessment of automations, dynamic lists, and engagement studios that use email opens is necessary if open rate credibility is impacted. The “Open Rules Audit” tool in Account Engagement can help with this assessment.
You can read it here: https://sfdc.blog/sRbpD
Source from thespotforpardot(dot)com