Email After Hours: Episode 9
Why We’re Still Mad About Apple’s MPP (and How Senders Can Adapt) with Oracle’s Chad S. White
MPP: These three little letters are giving email marketers everywhere sleepless nights.
Since Apple’s Mail Privacy Protection (MPP) was introduced in 2021, it’s had a profound effect on how senders measure email engagement.
In this episode of Email After Hours, Chad S. White, a twenty-two-year veteran in the email marketing space, shares strategies that senders can use to succeed in the post-MPP world. He also discusses some of the policy’s unexpected consequences and how it might unintentionally facilitate unethical marketing practices.
SOME EPISODE HIGHLIGHTS:
- (3:01) The biggest (and perhaps unexpected) challenges email marketers now face
- (4:27) Did Apple get it right with this policy?
- (8:12) Winning tactics senders are using to boost engagement post-MPP
- (16:37) After all the trouble this has caused for marketers, does the average subscriber they even notice?
- (22:49) How MPP unintentionally facilitates unethical marketing practices