People actually use Apple’s Mail app. You can delete it from your iPhone — like we did! — but about 10-20% use it, Vitale estimated. It’s taking a privacy-first turn. Mail Privacy Protection lets Mail app users mask their IP addresses and render their email opens untrackable. Vitale has observed a drop, though nothing “too alarming yet.” Email open rates are losing relevance. Over time, Vitale sees the core email performance metric shifting to clicks and conversions — which are stronger engagement indicators anyway. Also, people love digital rain way more than actually getting rained on.
This is an excerpt from MarketerHire's weekly Guatemala Phone Number List newsletter, Raisin Bread. To get a tasty marketing snack in your inbox every week, subscribe here. Black Friday as we know it is dying. What’s next? Brand marketer Jared Rosenberg has an idea: an “anti-Black Friday” stance. So far, this has worked best for businesses that: Are household names Have a loyal audience — think great reviews, lots of social proof and high LTV Value sustainability year-round But steep Black Friday discounts don’t make a ton of sense for anyone this year — so even for smaller, newer brands, a new approach is worth considering. How do you actually do it? Here are three potential approaches, courtesy of Rosenberg.
Raise your prices On Black Friday in 2020, athleisure retailer Allbirds raised all its prices by $1 per item. It donated all the extra dollars (plus a matching donation from the Allbirds coffers) to Fridays for the Future, Greta Thurnberg’s climate organization. “There has to be a purpose,” Rosenberg said — and this fit Allbirds’ long-standing eco-friendly mission. Raising prices more substantially, or with a pure profit motive, might not resonate as much, he said. Shut down your stores Since 2018, outdoor retailer REI has closed its stores on Thanksgiving and Black Friday, giving all its employees paid time off. The goal? “Reclaiming a day that was distorting a time to give thanks for what we have,” CEO Jerry Stritzke explained, “and re-grounding in what we value most in life.