UK ICO fines credit card company for marketing content in service emails

Steve Henderson, UK DMA Email Council member (and Chair of the Legal and Deliverability Hub) shares that the UK Information Commissioner's Office (ICO) recently fined a credit card company for including marketing material in what the company deemed non-marketing service emails, and for sending those emails to people who may have opted-out of marketing emails. What does it all mean and why should you be aware? Click here and Steve will explain.

Now hiring: Klaviyo

Boston-based email marketing platform Klaviyo is hiring! Here are two different positions that might interest you:

They indicate that remote would be considered with appropriate experience. Check 'em out!

Pathwire Announces Acquisition of Email Optimization Platform Email on Acid

Email on Acid is a widely-used email preflight tool that helps senders check email rendering to ensure that content looks as intended in various email clients, and provides other deliverability and content related features and functionality to help email marketers succeed.

And it's just been acquired by Pathwire -- find the press release here.

Pathwire, if you're not familiar, is the recently-formed parent company of the Mailgun and Mailjet email sending platforms.

Apple WWDC Announcement: Privacy and Pixel Tracking

On Monday, Apple announced at WWDC that iOS 15's Mail application will include important new privacy features, specifically masking of IP addresses and blocking open detection pixel tracking. This, of course, amounts to a significant change, and is likely to impact how well marketers can track email interactions on mobile devices. It also perhaps highlights the different takes on tracking taken by Apple versus Google -- Gmail's spam filters being very heavily engagement-driven and Google having long encouraged senders to send engaging emails (and the implication that carries with it that a smart marketer tracks engagement to tell if things are going well and/or if things need improvement) but Apple saying nope, uh-uh, we don't want senders to be able to track this information. It potentially creates a conflict around sender best practices -- focusing on engagement can be tough when one of your most important methods to measure engagement has been restricted.

I'm sympathetic to Apple here, keeping in mind that bad guys do use open tracking and pixel tracking data, too -- if allowing marketers to suppress unengaged subscribers was the only use case here, I don't think Apple would be going to all this trouble.

This also likely impacts mobile device tracking (i.e. what platform and application was an email read on) and geo-location. This might not fully impact click tracking. But so far, I'm guessing.

What marketers should do about this is a hard question to answer right now. The new iOS version is just being released into beta and it's got a ways to go before it gets to the public. Opportunity to test and observe are currently limited, and things could change to some unknown degree before the final version of iOS 15 is released.

Stay tuned, as I am sure that I, and others, will be talking more about this as we learn more about it.

Bonus new email feature: Did you miss the part where Apple's going to add support for hosting email with a custom domain name? You're not alone; this one almost slipped by me as well. This means Apple could end up hosting customer email at many more domains beyond the usual three.

Another bonus: Here's a link to Jennifer Nespola Lantz, VP of Industry Relations and Deliverability at Kickbox, and her take on Apple's upcoming privacy changes.

Now hiring: ActiveCampaign

Email marketing and CRM automation platform ActiveCampaign is looking for a Compliance Support Manager to "provide day to day leadership for compliance support analysts." "Experience with Trust and Safety or Compliance Proven track record of building out a 24/7 global support team" is a must. Could this be you? Ready to lead the team helping to shut down bad actors? If so, click here for more information and/or to apply.

Now Hiring: dotdigital

Hey, dotdigital (formerly dotmailer) is looking for a Junior Delivery Operations Engineer. Could that be you?

They say: "This role will help ensure we can continue to grow and face the challenges of delivering email at a very large scale. You will be managing servers sending email and SMS, collaborating with deliverability experts, and working with experienced engineers to build your skillset and knowledge with the goal of ensuring maximized email delivery of our customer’s messages."

For more details and/or to apply, click here.

Pardot Email Unsubscribes Report: Understand Which Caused Email Opt-outs

From Lucy Mazalon of THE DRIP: Click here to read. This is good specific guidance for users of the Pardot email platform (owned by Salesforce), but I'm sharing it more broadly because regardless of what platform you send emails from, understanding which emails, which types of content, or which list sources drive the highest unsubscribe rates will provide you with very important deliverability-focused strategic guidance. The more you know, the more you can tailor your content, or improve signup practices, or jettison a high unsub-driving practice, and the more your deliverability will improve. Better deliverability, better, more solid inbox placement, means more response, which means more success from your email program.

It's really simple if you think about it like this:

  1. Identify highest driver of unsubscribes.
  2. Improve that content, practice or data source to reduce unsubs.
  3. Note improvement in deliverability and/or response rates.
  4. Repeat!

And thanks to Lucy for sharing with us how Pardot users can implement that first step in their reporting.