Publishers should leverage alternative metrics to address concerns around Apple’s privacy update

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 16, 2021, 4:56 PM UTC

Some publishers fear Apple’s Mail Privacy Protection update would prevent them from using pixels.

Email newsletters are the most effective tool for publishers to convert registered users into subscribers. But, publishers also fear the newsletter boom could come to an end because of Apple’s Mail Privacy Protection update.

In contrast, some publishers also argue that using alternative metrics like click-through rates, conversion rates, and engaged minutes per newsletter can help measure email activity better. Measuring click-through rates can help publishers better understand the type of content that evokes audiences’ curiosity.

Metrics like monthly grow list and conversion rates can help analyse the effectiveness of newsletter pitching and the actual value of newsletters. Using reader surveys and building API integrations can help measure email activity more accurately and better inform email strategies.

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