And just like that, Litmus Live 2022—the premier email event of the year—is over. We had a blast connecting with email geeks from all over the globe, especially our speakers, who left us with tons of ideas and inspiration to fuel our own email program.
With day one and day two in the books, what were our biggest learnings? Read on for top insights and takeaways from Litmus Live 2022.
Look at your open rate at the destination level
Jeanne Jennings (General Manager, Only Influencers), Lauren Meyer (CMO, SocketLabs), Elizabeth Jacobi (Founder, MochaBear Marketing), and Luke Glasner (Principal, Glasner Consulting) hosted an interactive quiz with tips on how to elevate your email metrics game.
When asked how Apple Mail Privacy Protection (MPP) impacts deliverability, Meyers explained what open rates really indicate.
“Open rates were never super accurate to begin with, if we’re being honest. It was really just a lot of activity to say, ‘Well, we think that they opened. We fired a pixel.’ That’s really what an open rate is—the firing of a pixel.
We’re seeing some changes in the way open rates look: inflated in some cases, and in others, a drop—which would tell you, your mail is probably going to the spam folder. The reason for that is Apple MPP (and all the other non-human interaction services that are