IS EMAIL MARKETING DEAD? NO, BUT EVERYTHING HAS CHANGED

Summary from the TLDR Marketing newsletter

Email marketing still builds valuable audience relationships, even as open and click rates become less reliable measures of performance. Apple's Mail Privacy Protection inflates opens, while AI summaries can answer subscribers' questions without a click, making email's influence harder to track. Treat your email list as an audience to nurture rather than a pipeline of customers to convert, especially since roughly 95% of the B2B market is out of market at any given time. Measure performance across quarters using branded search, retention, replies, referrals, leads, and sales instead of relying on opens and clicks.