#EmailGeeks: 4 things you should be doing now to get ready for iOS 15:

1) Start testing creative. Understand what is most compelling to your audience to maximize engagement using metrics that can be segmented upon in the future. Recent openers will no longer be an option. 1/4
2) Start tracking click/delivered rate. You'll want to get a good set of baseline metrics today that can be used for performance tracking once opens are a thing of the past. 2/4
3) Get your deliverability in order. Be diligent about lead quality, list hygiene, and sender reputation. Low opens were the canary in the deliverability coal mine and even paid deliverability monitoring platforms rely heavily on open data. 3/4
4) Breathe, baby. Breathe. Apple woke up today and chose violence, but we'll get through it, just like our beleaguered colleagues in paid media. 4/4

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More from @MandiMoshay

9 Jun
With the flurry of reactions to iOS 15, I'm seeing a lot of, "LOL why are email marketers so upset about a vanity metric?" responses.

No one worth their salt as an email marketer is worried about the metric. What are we worried about? 👇
1) Segmentation: How will we pivot qualifiers for recency of engagement to ensure we’re following respectful mailing practices?

2) Deliverability: Without open data from seed lists how will we ensure we’re landing in the inbox and course-correct bulking issues?
3) Automated Triggers: What will the basis of re-engagement tactics look like? How will we qualify users for remarketing without over-communicating?

4) List Hygiene+Offboarding: How can we identify contacts for suppression without inadvertently cutting off interested contacts?
Read 7 tweets
5 Aug 20
#ecommerce brands are leaving money on the table by failing to collect subscriber source data at sign up. What do I mean? 👇Thread Level Midnight 👇
Brands are investing in prospecting campaigns that are already highly targeted, whether by interest, gender, location, or other demographics. But when a user clicks through to your site, are you connecting those dots within your email or SMS program?
By leveraging utm_campaign parameters and a popup tool that can track URL at site landing (@justunosocial comes to mind), you can not only trigger more relevant sign-up offers and creative, but also map that data back to your ESP for future retargeting.
Read 5 tweets

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