First Mail Privacy Protection, now this… + email newsletter tips, & more  ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌
 

30
AUGUST

Webinar: Interactive Emails
An Oracle Marketing Consulting Showcase
Wednesday, Aug. 30, noon ET / 9am PT
Details and registration

 
Oracle Marketing Consulting: Issue XX

First Mail Privacy Protection, now this…

Apple is planning to roll out Link Tracking Protection (LPT) in Messages, Mail, and Safari as part of iOS 17. Given how much MPP undermined open rates, email marketers are understandably concerned LTP will undermine click rates, as well as short circuit conversion tracking, unsubscribe links, password reset links, and other vital email nuts and bolts. The bad news is some tracking and tracking-related functionality is blocked. The good news is Safari’s market share is relatively low and, according to our testing, redirected email links are completely unaffected, except when the recipient is using Safari Private Browsing, which is rare. If your digital marketing platform uses redirected email links—as both Oracle Eloqua and Responsys do—your email program should be almost completely unaffected. If not, watch out for potential impacts this fall when iOS 17 is released.

Brian Sullivan
Strategic Director of Email Deliverability Services,
Oracle Marketing Consulting

 
 

In this issue:

  • ISPs recycling inactive accounts
  • 9 newsletter best practices
  • The future of content marketing
  • ‘Changes to how email works’
 
 
 
Google is preparing to start retiring accounts that haven't been active during the past 2 years.

Mailbox Providers Retiring Inactive Accounts: The Risks & How to Respond

Increasingly, Google, Yahoo, and other mailbox providers are retiring inactive accounts. That introduces some risks for email marketers, as well as for consumers.

 
Manage the risks
 
 
(1) Use a single-column layout, (2) adopt modular email architecture, (3) personalize content, (4) …

Email Newsletters:
The New Best Practices

When we overhaul our clients’ email newsletters, here are the 9 changes our Creative Services and B2B teams at Oracle Marketing Consulting recommend most often.

 
Improve your newsletters
 
 
Oracle’s Chad S. White was inspired after reading the new 2nd edition of “Epic Content Marketing.”
MarketingProfs

The Future of Content Marketing:
5 Predictions

1. Continued democratization of media
2. Web3 will be niche
3. AI-generated content will raise the bar

 
See all 5
 
 
During the 1 hour and 17 minute conversation, a wide range of email marketing issues are covered.

‘A Lot of Structural Changes to How Email Marketing Works’

Oracle’s Chad S. White rejoins Marketing Book Podcast host Douglas Burdett to discuss the 4th edition of ‘Email Marketing Rules,’ including why he wrote it, how it’s organized, what’s new, and key insights.

 
Tune in
 
 

Say What?

 

“Brands are also realizing that many of the adjustments that they make for people with disabilities also support all their other campaign recipients—a phenomenon known as the curb cut effect. Everyone benefits when we make something more accessible. That realization makes accessibility and inclusive design even more of a priority.”

 

Sarah Gallardo
Lead Developer for Creative Services,
Oracle Marketing Consulting

 
 

Say Hello

 
ORACLE CloudWorld

Sept. 18–21, Las Vegas

Join Oracle Marketing Consulting at Oracle CloudWorld to learn about the latest technologies and strategies to better connect with your customers.

 
B2B FORUM by MarketingProfs

Oct. 4–6, Boston and online

Oracle Marketing Consulting’s Chad S. White is running a full‑day workshop on modernizing your email program and building relationships at MarketingProfs’
B2B Forum

 
 
 

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Let’s Work Together

Our digital marketing experts deliver the tools and expertise you need to achieve more with the leading marketing cloud—including strategy, creative, automation, and more. For example, our full service email marketing clients generate 24% higher open rates, 30% higher click rates, and 9% lower unsubscribe rates than Oracle Responsys customers who aren’t.

 
Check us out
 
Drop us a line
 
 

Additional Resources

Modern Marketing Blog

Marketing Checklists

Holiday Marketing Quarterly

Content Calendar Assistant

 
 
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