2. Clean your list regularly
Over time, your email list will become populated with inactive accounts and problem recipients if you don’t clean it. Just like anything, a quick tidy-up every now and again will keep your list healthy and active, with a low bounce rate. You’ll only be getting soft bounces due to full inboxes.
But unfortunately for marketers, Mail Privacy Protection has its downsides. If email marketers don’t have the data to analyze campaigns, it’ll be harder to deliver personalized content to subscribers. Paradoxically, this new feature could actually lead to more unwanted emails.
What Will Mail Privacy Protection Change for Email Marketers Using Brevo?
Open rate isn’t only used to measure email campaign performance. It’s also used as a trigger for automated email scenarios.
As mentioned, once Apple Mail blocks tracking pixels, we won’t know norway mobile phone numbers database whether emails have been opened by an actual human or not.
Of course, this only applies to contacts using the Apple Mail app and not to those using the Gmail app on their iPhone.
Apple Mail opens will no longer be accurately counted in campaign open rates
Automation scenarios running on an "Open" trigger will no longer work for Apple Mail users
Segmentation flows based on open rate will be no longer be reliable for Apple Mail users
Open rate-based A/B testing (such as subject line testing) will no longer work for Apple Mail users
Geolocalization features will no longer work for Apple Mail users
Send Time Optimization will no longer be reliable for Apple Mail users.
At first glance, that all seems quite intense But there’s no need to panic — we’ve got measures in place so you can continue to analyze email campaigns as normal.
How Brevo Will Adapt to Apple’s Mail Privacy Protection
In response to Apple’s Mail Privacy Protection, Brevo will adapt its service by:
Excluding Apple Mail opens when calculating the open rate
Excluding Apple Mail opens from marketing automation scenarios using opens as the trigger condition
Giving you an estimated open rate using a formula based on data collected by our system
By excluding Apple Mail users from campaign analysis, you’ll still be able to use automation scenarios with ‘open’ triggers. Otherwise, open rates would soar and emails would trigger for all Apple Mail users, increasing the number of unwanted emails.
