Email Client Privacy and Non-Subscriber Activity in Marketing Cloud Engagement Email and Journeys
Some email client providers are making privacy changes that can impact open metrics and calculations. Trust is the #1 Value at Salesforce. Privacy and security continue to gain importance in our digital lives. Our top priority is to create the solutions that help you respond, act, and succeed in these new environments. Marketers traditionally create automations, campaign engagement strategies, and more based on email opens because email opens can signal whether a customer or prospect is interested in your content. But the privacy options available to customers can make email opens less reliable as engagement signals.
In the Marketing Cloud Engagement Email and Journey experiences, these changes are to assist you in identifying the most valuable metrics for your campaigns.
| Marketing Cloud Engagement App | Details |
|---|---|
| Journey Builder |
Open-related decisions such as Engagement Splits and Path Optimizer winner selection can be less reliable. Open metrics for active journeys can be artificially inflated. Users are reminded on the Journey Analytics dashboard that open-related metrics don’t always accurately reflect engagement. |
| Intelligence Reports for Engagements |
Email engagement metrics, including Email Unique Opens, Email Open Rate, and Email Click-to-Open Rate, can be artificially inflated. Users are reminded that on Email dashboards, open-related metrics don’t always accurately reflect engagement. |