Christo: Hi there! Welcome back to Basic Bananas TV. On this little tip, I want to clarify what’s happening with email marketing in regards to Apple’s latest update; well one of their latest updates anyway. So there’s been a lot of talk around emails getting harder and harder to get in the inbox basically, and also whether they’ll be effective in the future, you know with increased security and so and so, one thing I wanted to clarify is Apple is doing an update and what’s happened is there is increased security. So what will happen is basically to make it simple is Apple will~ if you turn on this increased security function, Apple will actually open the email. Now, this is only going to impact mass emails for your email marketing, or your email newsletter, or that kind of style of email blast when you’re doing promotions. So the mass emails from your database system, your CRM. Now what happens is, you’ll do the email blast, Apple will actually open the email and so what will happen is then it will forward that email onto your inbox. Now, why is it opening that email? It opens that email from a different IP from a different location so that people doing spam from these database systems, they can’t see where you’ve opened it. So whether you open the email or not, that message won’t actually get back to the database because the database will think yeah, it’s been opened at this certain location where however that was Apple. Now whether you opened or not is not going to be accurate, so your open rates from your systems aren’t going to be as accurate, obviously only dependent on people who use Apple devices, or they’re the only portion that’s going to be impacted. You might have you know, 30 to 40 or 50 percent, if it’s high, of your database that is using Apple, so it’s not going to be everyone. However, if you do have triggers set in your database like, if someone opens this email then send them this follow-up email, or send them this promotion, or do this, like if you have any of these open triggers based on open rates, you’re going to have to update those. So that’s something to keep in mind, you want to change it to something else that there are click-throughs, or products purchased, or web pages visited, those would be good triggers versus having triggers from the opens. So that’s basically an update, I wouldn’t think it’s the end of the world, it’s not doom and gloom. This kind of updates make email marketing better in my opinion because it will help to clear out the junk, you know, so if you’re doing email marketing well, you’re just going to have more chance of cutting through with all of these updates, so continue doing it. It’s not dead, It’s not going away, it’s still the best marketing strategy that is available on planet earth. Obviously, you get people from all of those marketing activities you do, you want them in your email database so you can continually nurture those relationships because some people might buy now they might buy in two years five years ten years you want to nurture those relationships with emails. So there you go, that’s one of the latest updates and basically, the big lesson is don’t panic. But if you do have triggers based on open rates, they may not be firing correctly, and also your open rates might not be as accurate in the future.