Email remains a vital tool for brands to keep their customers informed about their products. However, the way email is used continues to change.

The coronavirus pandemic and lockdowns have caused a spike in e-commerce, which means the importance of email marketing has increased.

According to an article published on Sunday in Entrepreneur, Apple’s Mail Privacy Protection that started in September has stopped open rate tracking in emails and can even lead to false opens. Therefore, there should be more emphasis on click rates.

According to the report, email list decay has increased, with about one-quarter of en email list going bad each year. This means that email lists need to be cleaned periodically to avoid being marked as spam.

Another idea is to test plan text vs. HTML emails and with shorter or longer text.


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