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New feature: Top 5 use cases to deal with Apple Mail Privacy Protection (AMPP)



Apple Mail Privacy Protection (AMPP) was introduced in September 2021 and since then it is difficult to evaluate the behavior of Apple Mail users accurately because of automatically generated opens. Depending on the industry and campaign, the information on real opens could be lost up to 25% of the total recipients. In order to avoid the distorting of your KPIs and incorrect sending, the automatically generated openings by the Apple system are filtered out in Optimizely Campaign since the AMPP release and no longer influence your opening statistics.

As of today, Optimizely Campaign provides a new feature in the target groups, which allows you to clearly identify and manage users of AMPP. You can individually set up the “automated open was detected” filter by time, frequency and mailing reference, what gives you completely new possibilities for targeting, segmenting and analyzing your email campaigns.

In this blog post, we’ll give you five practical examples how to use the new target group filter:

  1. Identify recipients with automated opens 
  2. Identify inactive recipients more accurately 
  3. Target out dynamic content 
  4. Record AMPP usage in the recipient list 
  5. Determine the proportion of automated opens and adjusted open rate

How to identify recipients with automatic openings

The new target group filter “automated open was detected” helps identify the recipients who have generated at least one opening by the Apple Mail Privacy Protection System in the past. Without any restrictions, the entire lifecycle of the recipients is taken into account.

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Figure 1: Create target group for automated opens


Tip: In order to limit your target group to the users with Apple Mail Privacy Protection in case of a possible expansion of the systems, select a specific automated system, instead of “All”, in the last filter option.

Additional restrictions allow you to further refine the target group to get a more up-to-date picture of AMPP users. Assuming that recipients change their devices and email clients over time and also access their emails using second or third devices, we recommend using the time filter in combination with a frequency based on your sending frequency. By excluding real opens and clicks in the affected period, users activity on second devices is not considered. So that at any given time, you can filter those recipients who have recently received your emails with activated Apple Mail Privacy Protection.

For a client who gets two emails per week, a suitable target group might look as follows:

Figure 2: Example of defining a target group in Optimizely Campaign

Example time periods and frequencies by sending frequency:

Sending frequency per month (number of e-mails)

Reviewed period of the target group (in days)

Received mailings in the reviewed period

Expected frequency of automatic openings in the reviewed period













Since Apple Mail Privacy Protection only generates an automated open when Apple Mail is active on the receiving device, we do not expect an automated open for every received e-mail. In general, however, this can be assumed.  

If a recipient changes the device or deactivates the Apple Mail feature, automated opens will no longer be generated. The structure of the above mentioned target group shows that these recipients are automatically recognized as “regular” recipients and are no longer included in the target group.

Identify inactive recipients more accurately 

Missing opens are used as an important indicator for future email campaigns, especially when reactivating the campaigns or trying to keep the recipient lists clean. This metric is also popular for follow-up and reminder emails. Unrecognized opens, due to AMPP, make targeted communication to relevant recipients difficult and clean-up processes inaccurate.

With the help of the new targeting functionality, non-openers can now be analyzed more accurately. The filter allows you to target AMPP users separately or exclude them completely from your reactivation activities.

Following the target group setup could be used as a starting condition for a reactivation campaign that is targeting inactive recipients in the last 60 days.

Figure 3: Sample target group definition for inactive recipients in Optimizely Campaign.

This setup is not only checking for missing opens and clicks in the selected period, but also excluding the recipients who have automated opens in the same period. Your campaign will therefore only target trackable contacts with no measured activity. The risk of sending unsuitable mails to unrecognized openers is reduced.

Target out dynamic content 

One advantage of dynamic (live) content, such as countdown timers or product recommendations, is the high time relevance due to the generation of content at the time of opening. Automated opens through AMPP reduce this relevance, as the content is no longer generated at the actual opening time, but shortly after the dispatch happens. Countdown timers then no longer show the correct time, and the product recommendations could already be out of stock by the time the recipient clicks. It may therefore be worthwhile to provide recognized AMPP users with separate fallback content.

With the help of the sample target group shown in point 1, mailing content can be targeted specifically at Apple Mail Privacy Protection users. For example, instead of the paragraph with a countdown timer, they would receive a static graphic with the end time of the promotion. You could create separate widgets for product recommendations, that only show products with very high availability.

For separate targeting, simply connect the created group to the appropriate content or outline the paragraph that contains the fallback content.

For recipients without AMPP usage, use a corresponding counter-target group that includes only recipients with no or few automated open during the reviewed period. Important: Make sure that your two target groups are mutually exclusive and that in total all recipients are covered by the target groups. This is the only way to distribute the content accurately.

Record AMPP usage in the recipient list

In some cases, it is useful or preferred to record Apple Mail Privacy Protection usage by updating a recipient list field in the recipient’s record. This allows to run a data analysis based on the distribution list. In addition, the information can be transferred to CRM or other customer systems as part of synchronization processes.

The requirements for this is a corresponding recipient list field (e.g. of type “Boolean” or “String”) and the use of the “Advanced” or “Ultimate” version of Marketing Automation in Optimizely Campaign, which allows you to use the “Change Recipient” action node.

As a starting node, we set an “Advanced” node that checks daily, for example, the target group shown in point 1 under “Start only for”. Connected to the “Change recipient” node, the new recipient list field can now be set to true/yes as soon as a recipient meets the conditions of the starting node. From that point onward, the recipient will have the information about the AMPP usage as a flag in the data record.

Figure 4: Starting node with target group


Figure 5: Change recipient

If a recipient no longer generates regular automated opens because his/her receiving device or e-mail program were changed, the status of the recipient can be again set to false/no. For this we need another starting and “change recipient” nodes and an additional target group that work on the contrary to the first condition. For example:

Figure 6: Target group definition – change recipient (if it no longer generates automated opens).

The nodes can be used in the same Marketing Automation. If the recipient meets the criteria and fires the trigger, the relevant recipient list field can be set to false.

Figure 7: Overview of the two use cases in marketing automation

To ensure that the Marketing Automation also takes effect in the event of regular changes in user behavior, it should be possible to run the automation multiple times. To do this, set the selection in the first dropdown of the Advanced node to “always” or “when the recipient is not currently going through the marketing automation”.

Determine the proportion of automated opens and adjusted open rate

The main function of the new target group filter is the segmentation of recipients based on automated AMPP opens. Mailing-specific evaluations can also be carried out in combination with our Analytics feature “Deep Analytics”. That can be the starting point for calculating the proportion of automated opens per campaign. It is also possible to display open, click, and click-through rates adjusted to AMPP users.

In the first step, you need a mailing-specific target group that filters recipients with recognized automatedopens for selected mailing.

Figure 8: Create target group for campaign evaluation.

In order to exclude recognized active recipients (e.g. through openings on secondary devices), you can add this as an additional condition.

In the second step, create a new deep analytics report. Limit the analysis to the determined mailing, select the desired measurement values and activate the groupings for “Mailing Name” and just created “Target Group”. In order to calculate the share of automated opens, you need the “Recipients minus bounces” in the measured values.

Figure 9: Configuration of the campaign report in Deep Analytics.

Run the report and download the result as an Excel file. In the data sheet with summary rows, you will get three rows for the selected mailing.

Figure 10: Excel performance report on AMPP users.


The first row shows the recipients of your target group and their measured performance. If you have excluded recognized clickers and opens, the measured values should be 0. Without this exclusion, you get information about how many of your AMPP users are generating clicks and/or are active on secondary devices (opens & clicks).

The second row shows the “rest”, i.e., all measured values for email recipients that do not match your target group and accordingly did not generate automated opens. The open rate number in this row can also be understood as an adjusted open rate, since only recipients that are actually trackable are included.

Line three is the sum line. It allows us to put the absolute number of detected AMPP users (recipients minus bounces, C2) in relation to the total recipients (C4) and thus determine the proportion of automated opens. In the shown example, the proportion is 14.95% of identified AMPP users (32,739 of 218,926 recipients). According to our own analyses, depending on the industry, distributor and campaign, the value is usually between 13% – 20%, in some cases even higher.

We have already summarized the impact of the iOS15 update for iPhone and iPad in this blog post 2021.

For more information on creating target groups, see our documentation. If you have any technical questions or issues, feel free to contact our support team or your customer success manager. If you need more comprehensive support in implementing your AMPP-specific projects in Optimizely Campaign, feel free to contact our colleagues from Business Consulting.

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Why We Are Always ‘Clicking to Buy’, According to Psychologists



Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.


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A deeper dive into data, personalization and Copilots



A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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Why The Sales Team Hates Your Leads (And How To Fix It)



Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.



To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

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Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

1716755163 298 Why The Sales Team Hates Your Leads And How To1716755163 298 Why The Sales Team Hates Your Leads And How To

So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

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  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

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So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

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The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.

Disruptive Design Raising the Bar of Content Marketing with Graphic

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