What to do about Mail Privacy Protection
Here’s what it means for you and your metrics…
Apple’s Mail Privacy Protection (MPP) has greeted email marketers with a whole load of new statistical noise since it was enrolled last year.
The sky hasn’t fallen in for email – but marketers do need to be smart and adapt their approach to selecting metrics.
Phrasee’s Chief Data Scientist and co-founder Dr Neil Yager is here to guide you. Here he explains:
- What MPP really means for open rates.
- Why best practise might mean shifting focus to clicks and conversions.
- How to combat noise with the ultimate combined metric: the Phrasee Score.