As more Apple Mail users have enabled Mail Privacy Protection (MPP), opens have become an increasingly unreliable signal of individual-level engagement for email marketers. That is requiring marketers to redefine how they select active audiences for campaigns, how they determine inactivity and make suppression decisions, and how they design journey progressions that were previously driven by opens.
That last impact will be particularly hard felt by B2B brands, who are the biggest users of open-triggered journeys to move customers and prospects down interaction funnels. While B2B brands are likely to be less impacted by MPP than their B2C colleagues, most will ultimately see 15% to 35% of their audiences affected. That’s too much of their audience impacted to ignore. Brands will have to make changes to their open-triggered journeys, and they have several alternatives to consider. Let’s talk about the pros and cons of each.
>> Read the entire article on MarketingProfs.com
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