Author: Franz Malten Buemann

Can you share your reasons why you prefer Marketo over Eloqua? View Poll
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In the fourth post of our Demystifying Deliverability series, we take a look at Apple’s Mail Privacy Protection feature and the effects it has on email deliverability. To catch up on the rest of the series, check out our posts on ramping up your email marketing, bot clicks, and BIMI.
The 2021 email marketing busy season is upon us. Holiday decor is going up, and, just as rapidly, email marketers are sending Black Friday offerings to their subscribers. 
As is normal for this time of the year, global email traffic will increase over the coming weeks. And with that, mailbox providers will be under strain to manage the surge in volume. 
It can be a stressful time for email marketers, and Apple’s Mail Privacy Protection (MPP) has added an extra layer of complexity. Not knowing the full effects of this feature on email deliverability can cause serious concern among email senders.
But fear not for fear is the mind killer! In this article, we will examine the email ecosystem, what’s changed in light of MPP, and the factors that affect your deliverability this holiday season.
A quick overview of the email ecosystem
To win the very competitive inbox game (especially at this time of the year), we need to know the rules of email and the other players in the game.
For simplicity’s sake, we will consider the four main players.

The Sender: the individual or organization sending the emails

The Email Service Provider (ESP): the service, like Campaign Monitor, used to send emails

The Mailbox Providers (MBPs): the service, like Gmail or Yahoo, that provide individuals or organizations with a mailbox to receive their emails

The Subscriber: the individual that receives the email

Subscribers hold the power
In October 2021, an average of over 90 billion spam emails were sent every day. It is the MBP’s responsibility to protect its users and reduce the risk of unwanted and unsafe emails landing in the inbox. This is why MBPs use strict anti-spam filters to protect their users.
MBPs rely on their users, and how they interact with an email, to train their anti-spam filters on how to treat future emails from that same sender. In fact, user engagement and sender reputation are the most influential factors for inbox placement.

The more subscribers interact and engage with an email — which MBPs call “positive signals” — the more emails from that sender will make it to the inbox. And the less engaged an audience is with emails from a particular sender, the more likely they’ll filter those emails into the spam folder (or block them entirely).
These positive and negative signals help make up your domain’s sender reputation. And a domain can have different reputations at different MBPs, too. Meaning, Gmail might score things somewhat differently than Yahoo, so your domain can have a slightly different sender reputation for each. It’s less of a single, universal score, and more of a combination of many factors.
That said, since engagement is the most weighted factor for deliverability, it’s essential for marketers to put user engagement and subscriber experience at the front and center of their marketing strategies.
It’s also important—particularly in this season of heavy sending—to monitor your delivery and engagement metrics for each MBP regularly. This way, you’ll know if you’re having issues reaching any particular inboxes.
How does iOS 15 affect email deliverability?
In September 2021, Apple released iOS 15 to the public, and with it, a new privacy feature called Mail Privacy Protection.
We’ve gone deep into detail on MPP here, but the quick summary of the feature is this:
MPP obscures senders’ ability to track open rates, meaning the future of open rates, and the use of this metric to measure success, is changing in real-time.
This feature caused a huge stir in the email world (and understandably so!). Since its announcement earlier in the summer, marketers have been preparing for MPP and its effects on email.
That said, we’re still learning how deeply the effects of this feature are going to play out. Though iOS 15 has been available for a couple of months now, adoption is still relatively low. 
That being the case, it’s difficult to predict what impact, if any, MPP will have on this holiday season. Even if adoption was higher, it’s important to remember that, just because a user opts into MPP, doesn’t mean MBPs will treat incoming emails differently. In a real sense, deliverability has not changed with the release of Apple’s Mail Privacy Protection.
What it does mean, though, is that you’ll have to change the way you view engagement when monitoring your delivery and engagement metrics.
MBPs still use the same signals to determine how to filter incoming emails. And senders still need to comply with email rules and follow best practices. To stay on top of your deliverability this holiday season, make sure you do the following:

Get clear opt-in when collecting your list. Sending to a fully opted-in list means higher engagement. Which, in turn, shows more positive user activity to the MBP.

Manage and segment your lists. Sending to active subscribers means more engagement and more inbox placement. Sending to an old and unused list means lower open rates, higher bounce rates, and more spam complaints—all of which are negative signals to the MBP.

Focus on list hygiene. Permission to send emails isn’t evergreen, and monitoring list hygiene is an ongoing process. If a subset of a list has poor engagement metrics, consider trying to re-engage that particular group. And if that doesn’t work, feel free to say goodbye to the dormant contacts altogether. 

Wrap up
Senders still have time to review their marketing programs and prepare for the holiday season. Even if your holiday programs have already begun, it’s still not too late to follow these deliverability best practices.
Be sure to check out our Ultimate Guide to Holiday Email Marketing in 2021 as well. It’s full of useful tips for marketers who will be ramping up their email output for the next couple of months.
And, as always, make sure to engage with your audience with honesty, respect, and clear communication. Do those things, and you’ll make it through this season just fine.
The post What Does iOS 15 Mean for Email Deliverability? appeared first on Campaign Monitor.

Will LinkedIn sales navigator (or similar tool) allow you to search by people who are members of certain groups? I want to build two lead lists based on two groups. One I’m a member of, so I could figure out a way to scrape it. The other is private and I’m not a member of it… are there any paid products that would give you access to the list?
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Career objectives are a topic of hot debate in the resume space. Certain career experts say they’re outdated. Others claim they give hiring managers a quick glance at your top attributes and experiences.
Whether you call it a personal branding statement, experience overview, or resume objective, a career objective statement is still relevant. That’s because a well-crafted objective lets hiring managers learn about your skills, personality, and career highlights from the first look.

That’s if a hiring manager even makes it to your resume, of course. With an increasingly competitive pool of candidates, HR teams often rely on technology to help sort resumes and select candidates for the next hiring stage. Algorithms pick and choose people based on keywords, often prioritizing optimized language over someone who may be the best fit for the job.
But there are ways to ensure your career objective works for you, instead of against you. Let’s look at what a career objective is and how to make yours meet today’s resume standards.
What is a Career Objective?
A career objective is a succinct paragraph that summarizes your professional experiences, skills, and goals. It is usually two to three sentences long and sits at the top of your resume, under your name and contact information.

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Your career objective is one of the first pieces of information hiring managers will see when scanning your resume, so it has to stand out. You can do this in several ways, like tailoring the objective to the role you’re applying for, adding top keywords, and highlighting relevant skills. The result should be a concise summary that’s clear, actionable, and compelling. Bonus if it hints at your personality.
But what does that look like? Here are the steps you can follow to craft a great career objective for any role.
How to Write a Career Objective
1. Understand the job description.
It’s easy to copy and paste information for your career objective from a job description. But to show originality and thought, you have to understand what a hiring manager truly wants.
Do this by looking for the most in-demand skills or characteristics for the role. These are often listed within the job description under a section labeled “Required Skills” or “Core Responsibilities.” You can find the right skills or traits to include by cross-referencing the list to any additional descriptions about the company or position.
If you can tell it’s a fast-paced work environment, for example, the ability to multi-task and develop efficient processes are good skills to highlight within your career objective.
It’s also important to consider the job-specific software you may need for a position. For technical roles like SEO Marketing Managers, tools such as Ahrefs, Google Analytics, or DeepCrawl are needed to perform audits and analysis. Make sure to note the software requirements so you can reference one or two in your objective.
Here’s a sample job description for a Growth Marketing Manager in the foodservice industry that shows both the software requirements and the company personality.

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Once you comb through the job description, create a list of the top 10 traits and skills you want to include in your statement. You may not use all of them, but it’s good to have options as you write.
2. Know your value.
If you’re deep in the job hunt, you can probably recite your strengths in your sleep. Instead, write down the specific ways you add value to your list of skills and traits.
These can include your strengths, degrees, licenses, or certifications. It’s also worth mentioning any strong connections you have, such as working for top-tier clients or experience speaking at industry events. Just make sure the experience is relevant to the company, industry, and role.
Let’s say you’re applying to a Community Marketing Manager position and have a proven track record of running an ambassador program. The company wants candidates with experience leading teams and implementing community programs.
You can highlight your value by including a statement like this in your career objective: “Experience developing an ambassador program that elevated diverse voices and united micro-communities into one passionate group.”
Again, look to the job description to understand how you can most add value to the company.
3. Keep it concise.
A career objective should be no more than three sentences. Your resume still needs to include your work experience, core skills, education, volunteer experience, and certifications.
Write a draft of your career objective using the list you created in steps one and two. Your first few drafts may be more than three sentences. That’s okay. Try to remove any excessive language, like “that,” “a,” “the.” And don’t worry too much about using complete sentences (see more on this in the examples below).
Here’s what a career objective should, and should not, look like for a growth marketer role:

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If you get stuck, have a trusted friend, colleague, or mentor review the statement. They may be able to offer feedback and correct any errors. You want it to be absolutely perfect, so it’s helpful to have one or more pairs of eyes review your work.
How to Write an Objective for a Career Change
You may be comfortable writing a career objective for a field you have experience in. But what if you’re changing careers?
The goal when writing this type of career objective is to tie your previous experience into your desired role as much as possible. This requires you to draw connections between your past work and your new career. Let’s look at an example, where the candidate is aiming to transition from an accounting career to one in marketing.

The candidate uses the career objective to explain their career switch and draw attention to their analytical skills – a must-have in many marketing careers. If you want to make the switch to marketing, check out this list of in-demand technical skills to get ideas for your career objective.
Career Objective Examples
Every role has distinct requirements, and your career objective needs to reflect those differences. Look to the following examples for inspiration when writing your statement. But remember to change up your career objective based on the position and company.
Lifecycle Marketing Manager
Data-savvy lifecycle marketing manager with seven years of experience crafting omnichannel customer journeys. Have successfully built customer programs that increased loyalty by 25% using best practices for lifecycle frameworks and communication strategies. Strong analytical skills and familiarity with various ESP and CRM software.
Communications Specialist
Highly creative communications specialist who excels in collaborative, fast-paced environments. Over the past four years, I’ve coordinated and refined content for marketing industry leaders to ensure company narratives are compelling and accurate. Experience managing content libraries, social media platforms, and internal newsletters.
Senior Brand Strategist
Creative lead with a knack for developing strong client relationships and innovative branding strategies. Over 10 years of experience crafting strategic marketing plans that have led to 45% growth in clients’ brand awareness. Excellent communicator and coordinator with the ability to foster long-term partnerships while ensuring teams stay on track.
Communications Manager
Proactive global communications manager with 11 years of experience developing and executing strategic communications programs for fintech companies. Skilled at media pitching, evolving core narratives, managing external partners, and overseeing complex technology communications. Looking to guide teams on best practices for translating complex narratives into compelling content that attracts audiences.
Director of Content Marketing and Strategy
An empathetic leader with 15+ years of experience managing high-growth content and editorial teams for Fortune 100 clients. Passionate about building data-driven content strategies that simplify complex messaging to engage audiences and meet business goals. Seeking an environment that challenges assumptions to drive customer acquisition through best-in-class editorial strategies.
Now, it’s time to write a career objective that showcases your skills. If you follow the steps above, keep it original, and reference the job description, your objective is likely to wow hiring managers – and hopefully, help you move on to the next stage in the hiring process.

A very famous Cheshire cat once said, “If you don’t know where you’re going, any road will take you there.”
Alright, maybe Lewis Carroll is actually the one that penned that quote, but it’s true nonetheless, and good advice for life and business.
As a leader, you have expectations for your team. You want to see a specific level of performance and efficiency, but have you ever been clear about exactly what success looks like?
If goals and desired outcomes are not communicated to employees, they can’t possibly meet your expectations. This leads to micromanaging or helicopter-managing and instills the belief in your employees that you do not trust them or their ability to achieve results. Over time, this breeds resentment erodes job satisfaction and increases the rate of turnover as employees go off in search of greener pastures.
If you’ve seen this situation occur multiple times throughout your organization, it’s time to look at your leadership style. Do you provide your employees with the knowledge and the skills they need, and clearly communicate what you want to see?
If not, it’s not too late. Shift your mindset and company culture to management by objectives and watch your employees step up to the challenge.
What is management by objectives?
The term “management by objectives” (MBO) may be new to your vocabulary, but it’s certainly not a new concept. MBO is one approach managers use to get the most out of their employees. It involves creating a series of concrete goals for an employee to accomplish for the betterment of the organization.

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What is the purpose of management by objectives?
MBO ensures that employees receive clear communication regarding their roles and responsibilities, and they understand the role they play in the overall health of the organization. It not only helps them get clear on what’s expected of them but also gives them a sense of purpose as they take ownership of how they impact the rest of the organization and help meet its mission.
Businesses that operate in silos where from one department to another, people don’t know what anyone else is working on, have a lower chance of succeeding. Employees can easily become disheartened when they can’t see the larger picture. Management by objectives aims to break down these walls for great transparency across organizations.
Management by Objectives Advantages and Disadvantages
Just like any management style, there are pros and cons to management by objectives. Let’s take a closer look:
Advantages of Management by Objectives

Employees can understand and appreciate their individual impact on the company as a whole.
Expectations are clearly communicated and based on Key Result Areas (KRAs) tailored to each employee.
Employees understand what success looks like and what they have to accomplish to reach it.
Teamwork improves and finger-pointing decreases. Employees know their responsibilities and tasks are less likely to fall through the cracks.
Employees feel essential and indispensable to the organization as they each perform a unique task.

The Disadvantages of Management by Objectives

It’s possible for managers to rely too much on MBO and a management style. While it can revolutionize your organization, it has its limitations and is not always appropriate.
With goals and objectives overemphasized, non-measurable aspects of the work environment (like teamwork, positive customer interactions, etc.) may become less practiced and valued.
With a constant focus on numbers and metrics, employees may feel anxious about their performance which could make things worse.

As you can see, management by objectives can help your organization move in the right direction, however, it is not a cure-all for every challenge your organization may face. Let’s take a closer look at how to utilize this leadership style for optimum effectiveness.
How To Incorporate Management by Objectives Into Your Organization
Like everything in life, it helps to have a plan before you dive in. Let’s review how to implement MBO in your own company.
Management by Objectives Steps
Define Your Goals
What would you like to see the organization as a whole achieve, and during what time period? These goals should be shared with everyone in your organization.
Create and Communicate Employee Goals
How do your employee’s responsibilities play into the goals of the organization? This will allow you to create specific goals and objectives for them to meet.
Monitor Their Performance and Progress
Review your employees’ performance on a regular basis. Are they hitting whatever numbers you’ve assigned them? Are they steadily working towards a larger goal?
Assess Their Performance
It’s good to know where your employees stand, however, it’s even more important to communicate how they’re doing with them. Without regular performance reviews, your employees can’t gauge how they are performing and if changes need to be made.
Provide Feedback
If employees are doing well, let them know. You may wish to do this privately or publicly to congratulate them and inspire others. If they are not meeting your expectations, provide this feedback privately so as not to demean them in front of their colleagues. You will also need to give them steps to take to improve their performance.
If they’re not reaching their goals, this may be because those goals have not been properly communicated, or because they don’t have the right tools to do what’s expected. Have a conversation to assess if either of these factors is at play, and then do whatever is necessary to remedy the situation.
When you follow these steps, you can implement a successful culture of management by objectives and see an improvement in your team’s performance. This works for a sales environment, as well as customer service, or any other department in an organization.
Management by Objectives Examples
If this sounds like something you’d like to try, you may be wondering what are some examples of objectives that you could set. While specific objectives may differ depending on your industry, product, and specific company, there are some blanket objectives that you can begin with. While any department can use MBO, we’ll take a look at 3 specific instances.
Sales MBO examples

Decrease the sales cycle to 2 months
Increase the average sales to $10,000
Bring in 15 new customers

Marketing MBO Examples

Increase social media likes by 40%
Increase time spent on the website by 5 minutes
Generate 500 new leads per month
Get 5 media placements

Customer Service BMO Examples

Decrease call time to under 5 minutes
Increase customer satisfaction by 30%
Reduce manager call intervention by 10%

Human Resources MBO Examples

Improve retention rate by 15%
Implement a leadership training program for remarkable employees
Increase employee satisfaction by 30%

When it’s time to inspire your team and breathe new life into your organization, consider incorporating management by objectives into your company culture. You may be surprised how well your employees take to this new system and once they understand your expectations they’re in a better position to meet or exceed them.