Apple's impending Mail Privacy Protection feature will force marketers to look beyond the open rate to focus on engagement metrics that matter. The click is one of those metrics.
As a marketer, you have a new quest – to do everything in your power to encourage customers to click.
This is a best practice whose time has come again, one that will help you navigate Apple's privacy features, which we predict other email giants will adopt in some form.
Why focus on clicks?
"Clicks and conversions have always been the critical signal to a thriving email program anyway," my colleague Alex Williams, Trendline's SVP and Practice Lead for Cloud Consulting for reference, explains in Apple’s Mail Privacy Protection is an Earthquake for Email Marketers.
Clicks are a more reliable intent signal than opens, which can get undercounted thanks to image blocking. The people who click on your emails are already more valuable to your email efforts than the ones who just open.
So, Apple policy or...