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Growth roundup: Mail privacy protection and growth marketing beyond the tactics

·3-min read

“Email impacts marketing strategy and enables better overall business success. It’s the lifeblood of an effective multichannel campaign,” says Melissa Sargeant, CMO at Litmus. “However, Apple’s Mail Privacy Protection — announced earlier this summer with its iOS 15 update — attempts to eliminate metrics and data associated with email.”

This week in marketing, Sargeant dives into the changes that Apple is making through the new privacy protection in iOS 15 and how these updates affect marketers. Sergeant leaves no stones unturned, covering the impact on consumers and how marketers can prepare for this. Anna Heim, Extra Crunch daily reporter, interviewed some team members at Ascendant, a London-based agency, about the methods they use when working with startups, no matter what stage they’re in.

Ascendant was recommended to us through our Experts Survey. If there’s a growth marketer that you’ve enjoyed working with, we’d love to hear about them. Please fill out our survey.

Marketer: Jack Abramowitz
Recommended by: Frida Leibowitz, Debbie
Testimonial: “Jack is personable, sharp and overall a super helpful guy. He genuinely wanted to help and started adding value before we even formalized our relationship. Whether it's making useful intros, or getting into the nitty-gritty details of campaign strategies, he rolls up his sleeves and gets right in the trenches together with the team. He's really treated our project as his own.”

Marketer: Nate Dame, Profound Strategy
Recommended by: Diana Tamblyn, Danaher
Testimonial: “[I] did a fairly extensive search for a content partner. [I] was impressed with their expertise, their references (I spoke to three), and their growth forecasting.”

Marketer: Kyle Lacy
Recommended by: Natalie Beaulieu, Seismic
Testimonial: “Kyle is a marketing master of none, and successfully built a brand that is fun, engaging and lively out of the otherwise dull 'sales readiness' and 'corporate LMS' industries. When's the last time a B2B brand had a llama for a mascot and sent golden llamas to its customers? He leads a team of writers, creatives, performance marketers and more as one cohesive team, fueling Lessonly's growth through to its acquisition by Seismic. Can't wait to see what he does at Seismic!”

(Extra Crunch) Apple is changing Mail Privacy Protection and email marketers must prepare: Melissa Sargeant wrote a guest column about email privacy changes and what it means for marketers. Sargeant says, “Litmus data collected from over a billion email opens worldwide found Apple Mail held a 48.6% total share across iPhones, Macs and iPads in June 2021. Though down slightly from April (51.1%), the data still suggests Apple’s Mail Privacy Protection will significantly impact email marketers, entire marketing teams and especially consumers.” Sergeant also covers how marketers can prepare for these changes.

For British agency Ascendant, growth marketing is much more than a set of tactics: Anna Heim spoke with Ascendant, a British growth agency, about their experience working with startups. Gus Ferguson, co-founder of Ascendant tells us, “We also know that probably one of the biggest barriers to growth is marketers being dependent on developers, which are such a rare resource. We address that by implementing marketing frameworks at a basic level of the business whereby marketers are able to at least control basic marketing operations directly.”

Is there a startup growth marketing expert that you want us to know about? Let us know by filling out our survey.

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