Future-Proof Your Email Program In 5 Steps

This content was first published in the No Best Practices newsletter on 8.15.2021.

A few troubling trends have been swirling around in email marketing land.

First we had the “email renaissance”, as rising paid social acquisition costs drove marketers to diversify their channel mix. The result? A lot more brands sending a lot more email. So much email that The Atlantic recently paid a journalist to investigate.

Because of this dulge, consumers may be tuning out this channel just when we need it the most. “Cookiepocolypse” has come for Facebook, but in a few short months it will be coming for email too.

This puts marketers and brand owners in a really tough spot: the channels we depend on are more competitive and noisy than ever, and we will soon have less data to inform our decision making.

For email specifically, emails opened on the native iPhone email app will no longer provide open rate data. Most of the guides to navigating this change talk about hacks for recovering that data. But that’s just putting a bandaid on what is shaping up to be a long-term trend.

This is a guide for future-proofing your email strategy in a world where data of all types will become increasingly harder to come by.

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