While the loss of geographic data might not seem quite as drastic. There are a lot of marketers who depend on that data for list segmentation purposes. For instance. If you plan on sending different emails to different subscribers bas on location. That becomes a bit trickier. Rather than relying on collecting that data automatically. You’ll now have to ask your users for it first-hand. Losing this data also means that send time optimization — a popular feature among esps — will be less dependable. As it won’t have location data for a lot of users.Why this is good for the future of emailThis doesn’t exactly sound like a win for marketers. Does it? While we’d agree that the loss of some data and functionality is inconvenient. We do think mpp will ultimately be a good thing for the future of email.
Because mpp will force marketers
Because mpp will force marketers to focus on the experience they’re creating. Not optimize their campaigns for hollow metrics like open rate.With all of the email list email marketing metrics available to us. It’s become too easy for marketers to define success by top-line metrics like open rate. While those metrics are helpful. They’re not the end goal.Australia’s leading surf brand. Uses dynamic content to drive conversions.Case studyOur hope with mpp is that marketers will feel less compell to write a deceiving subject line that overpromises and underdelivers on what’s actually inside the email. And more compell to deliver value and enhance their subscriber experience every chance they get.
By focusing more on the experience
And hey. By focusing more on the experience you’re creating with email and the value you’re giving your subscribers. Odds are. Your metrics will probably all start to look better anyway. Funny how that works How to focus on the user experience in your email marketingSo. What does it actually ASB Director ymean to focus on the experience when it comes to email? Don’t be deceptive with your subject lines or ctasLike we mention. It’s easy to feel compell to write deceptive. Overpromising subject lines or calls-to-action for the sake of seeing higher open rates or click rates. But ultimately. When subscribers catch on to the fact that you’re consistently letting them down with your actual content. They won’t keep coming back.
