Strategy vs. Tactics in the Land of Newsletters
While the traditional side of the publishing industry is bracing itself for disruptions in the supply chain, the conversation over on the indie publishing side is all about how to prepare for the coming email marketing apocalypse. For those who don’t pay attention to such things, the low-down goes something like this: Apple has been doubling down on email privacy with updates for a while now, and their most recent update to iO15 adds a feature dubbed “Mail Privacy Protection.” Once activated, this feature disrupts a bunch of tools that email marketing relies on: the ability to track open rates; details about what country the reader is in; triggers that would send you a follow-up email if you showed an interest in a particular thing. There’s a pretty good round-up over here if you want to get into the technical stuff, but all you really need to know is this: a foundational marketing tool for many indie publishers is about