{"id":6534,"date":"2022-01-25T20:19:04","date_gmt":"2022-01-25T20:19:04","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/25\/how-email-marketers-everywhere-can-learn-from-privacy-success-in-the-uk-and-eu\/"},"modified":"2022-01-25T20:19:04","modified_gmt":"2022-01-25T20:19:04","slug":"how-email-marketers-everywhere-can-learn-from-privacy-success-in-the-uk-and-eu","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/25\/how-email-marketers-everywhere-can-learn-from-privacy-success-in-the-uk-and-eu\/","title":{"rendered":"How email marketers everywhere can learn from privacy success in the UK and EU"},"content":{"rendered":"

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Marketers who were fretting when Apple announced Mail Privacy Protection (MPP) last year might have been missing the opportunity brought on by the new policy to build more trust with customers, and ultimately score a higher ROI.<\/p>\n

Email performance in the U.K. and EU, where the effects of GDPR were more concentrated and were enacted prior to California CCPA, suggest a brighter future, according to Guy Hanson, Vice President of Customer Engagement at data and email solutions provider Validity.<\/p>\n

Positive trends for email performance<\/h2>\n

Hanson points to a recent email analytics study announced by email optimization company Litmus that showed that ROI for U.K. & EU companies was up to 46:1, compared with 34:1 for U.S. marketers.<\/p>\n

Read more: Mail marketing will be a success story in 2022<\/strong><\/em><\/a><\/p>\n

A compilation of performance stats that Smart Insights updated for 2022 show European marketers outperforming North America in key metrics. Open rates in Europe were at 21.75%, which was higher than North America, at 18.13%. Average click-through rates were also higher in Europe \u2013 2.64% against, in the U.S., 2.41%.<\/p>\n

Navigating unsubscribes and other pain points after MPP<\/h2>\n

Any time new regulations, or company policies like Apple\u2019s MPP, take effect there is an adjustment period where marketers update their strategies and consumers also might respond to the change with their own behavior or voice their concerns.<\/p>\n

When Validity looked at the \u201copens\u201d generated by the pixel fires from Apple\u2019s proxy, the open rate was 32%. It\u2019s not an apples-to-apples comparison, but that\u2019s significantly higher than the EU and North American average open rates in the Smart Insights study.<\/p>\n

Post-MPP there was also a decrease in email unsubscribes \u2013 one third below the 12-month benchmark of 0.09%.<\/p>\n