Growth Roundup: Mail Privacy Protection & Marketing Beyond Tactics

The Evolving Landscape of Email Marketing and Privacy

According to Melissa Sargeant, CMO at Litmus, email remains a crucial component of successful marketing strategies and overall business achievement. She emphasizes its role as the central element within a comprehensive, multichannel approach.

However, recent developments pose challenges to traditional email marketing metrics. Apple’s introduction of Mail Privacy Protection, coinciding with the iOS 15 update, aims to limit the availability of data typically associated with email campaigns.

Recent Marketing Insights and Expert Recommendations

This week’s marketing discussions feature Melissa Sargeant’s detailed analysis of Apple’s new privacy features within iOS 15. Her insights cover the implications for both consumers and the strategies marketers should adopt in response.

Additionally, Anna Heim, a daily reporter for Extra Crunch, interviewed members of Ascendant, a London-based agency, to explore their methodologies when collaborating with startups at various stages of development.

Ascendant was brought to our attention through our recent Experts Survey. We encourage you to share your recommendations for exceptional growth marketers by completing our survey.

Recommended Marketers

Marketer: Jack Abramowitz
Recommended by: Frida Leibowitz, Debbie
Testimonial: “Jack consistently demonstrates a helpful and insightful approach. He proactively added value even before a formal agreement was established, offering valuable introductions and delving into the specifics of campaign strategies. He actively collaborates with the team, treating our project with genuine ownership.”

Marketer: Nate Dame, Profound Strategy
Recommended by: Diana Tamblyn, Danaher
Testimonial: “I conducted a thorough search for a content marketing partner and was particularly impressed by their expertise, positive references from three previous clients, and their ability to provide accurate growth projections.”

Marketer: Kyle Lacy
Recommended by: Natalie Beaulieu, Seismic
Testimonial: “Kyle excels at building engaging and lively brands, even within traditionally less exciting sectors like ‘sales readiness’ and ‘corporate LMS’. His innovative approach, exemplified by a llama mascot and customer gifts, contributed significantly to Lessonly’s growth and eventual acquisition by Seismic. We eagerly anticipate his future contributions at Seismic!”

Apple’s Privacy Changes and Their Impact

(Extra Crunch) Apple’s Mail Privacy Protection necessitates adjustments for email marketers. Melissa Sargeant’s guest article details these changes and their potential consequences.

Sargeant highlights that Litmus data, gathered from over a billion email opens globally, revealed Apple Mail’s substantial market share – 48.6% across iPhones, Macs, and iPads in June 2021. Despite a slight decrease from April (51.1%), this figure indicates a significant impact on marketers, marketing teams, and consumers alike.

Sergeant further elaborates on the proactive steps marketers can take to mitigate the effects of these changes.

Ascendant’s Approach to Growth Marketing

For the British agency Ascendant, growth marketing extends beyond simply applying a collection of tactics. Anna Heim discussed their experiences working with startups.

Gus Ferguson, co-founder of Ascendant, explained, “A major impediment to growth is often marketers’ reliance on developers, who are a scarce resource. We address this by implementing marketing frameworks at a foundational level, empowering marketers to manage basic marketing operations independently.”

Do you have a recommendation for a standout startup growth marketing expert? Share your insights by completing our survey.