Jimmy Kim says email warm-up strategies that target recent openers are broken. Apple's Mail Privacy Protection inflates open rates by 40-60% with fake opens, so marketers can't tell engaged subscribers from cold contacts. This tanks engagement and damages sender reputation.
Most people say, okay, I'll warm up by sending to my most engaged subscribers, people who've opened in the last 90 days.
Yeah, that sounds smart to me, right?
Yeah, but it's kind of lazy because look, everyone knows opens are broken. Apple's mail privacy policy protection preloads images, so 40 to 60% of your opens are often fake.
So the reality here is, right, you think you're sending to engaged people, but you're actually sending to a mix of engaged and unfortunately totally cold subscribers.
Exactly. And when half your audience ignores your email, it goes, oh, people don't want this email.
You know, hence your reputation, unfortunately, is gonna tank.
