One of the key metrics for measuring the success of emails sent to a list is the open rate (percentage of emails opened). When it is high , it means that everything worked well: it was sent at the right time and perhaps the subscribers expected to receive that email and opened and read it.
Now, with the arrival of Apple iOS 15 , the way we measure this metric is changing. This is because of some new privacy features introduced with the new Apple operating system.
Updates in detail
During Apple’s Worldwide Developers Conference in June, the company announced a number of new privacy features coming with iOS 15. These include:
Mail Privacy Protection : A free feature that, according to Litmus , with Apple Mail allows users to choose certain features related to masking the IP address and blocking the tracking of email and related data to third parties.
iCloud + (paid) : An iCloud subscription with advanced privacy settings that include VPN -like Private Relay , which prevents sites from tracking Safari users . This setting informs users which sites they are sending information to.
Hide My Email (included with iCloud +) : Apple iOS 15: What’s New for Email Marketing
A tool that allows you to disguise your email address by providing a cover email to third-party sites. While promotional emails get lost, this could prevent brands from sending important communications until the contact decides to provide their real email address.
What Apple says
While paid features may not create a huge impact on the work of email marketers, free features have already caused some problems.
Until now, Apple has stated that “ in the Mail app, Mail Privacy Protection prevents senders from using the invisible pixel to collect information about users.
Effects on email marketing
This feature makes it impossible to track the open rate .
Although this maneuver may seem problematic, it is actually well contextualized within a trend that increasingly favors user privacy
. Apple’s iOS 14.5 update has already recently limited tracking via mobile apps by asking users to choose whether to share information when they open the app after downloading it. Google has also set up Privacy Sandbox to prepare advertisers and marketers for the new Cookie Policy coming in 2022.
For this reason, those who deal with digital marketing are not unprepared, on the contrary this could have positive effects regarding the user experience.
The point of view of those who deal with Digital Marketing
From an Inbound Marketing perspective , Apple’s moves simply help sellers match the way they sell with the way people want to buy. Buyers need to be responsible for the data they share, and companies should n’t create marketplaces to track and sell personal data.
So every company, big or small, will need to get better and better at building a relationship of trust with their audience. People today want both privacy and personalization .
So personalization isn’t going away, conversion optimization isn’t going away either. But each business will need to focus on building a deeper, more meaningful relationship with their audience.
Here are some tips that might come in handy as we approach the iOS 15 update .
1. Continue to follow updates from Apple
There’s still a lot to learn about how iOS 15 will impact the way you work with email. It will take time to figure out the best next steps.
In this ever-changing landscape, our priority is to continue creating impactful emails and making the most of our tools.
As we gather more information about these features, we will update this post with more info and useful links.
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2. This change will not affect everyone
Even though Apple Mail and italy whatsapp number powder Apple devices make up 35% of the global market , Google, Outlook and other email providers have not announced similar privacy moves. This means their accessible data can still be solid sources for marketers .
3. Readjust your goals without using “open rate” Apple iOS 15: What’s New for Email Marketing
The open rate metric isn’t going away anytime soon, but a large portion b2b reviews of your audience could become untrackable. That’s why it’s a good idea to reset your goals to determine what new levels are indicative of campaign success.
You might want to start by analyzing how many email opens you normally generate from iOS users to estimate how they might change going forward. It might be helpful to monitor your open rate for a month or so after the update to see what the new stats are.
4. Use all other available data
While open rate is a key element, it is not the only one.
Here are some other equally interesting ones that will continue to be valid in the future:
Clicks and CTRs : If you share links to content like blogs, product pages, and offers in your emails, the number of clicks and CTRs can give you insight into how many or how often readers engaged and clicked on your content.
Traffic to your site : With software like HubSpot , or the use of URL tracking, you can understand how much traffic is coming to your site from a single email, or even what particular content has generated the most traffic to your site.
Click maps :
Many email providers allow you to see which content readers click more or less in messages. With this tool you can easily understand which content is more appealing and which is less so, and adjust accordingly.
Unsubscribe rate : This metric typically fluctuates little. So a spike could indicate that an aspect of your email has caused a greater loss of audience than usual. On the other hand, a low value could mean that you are doing a good job.
Surveys and research :
In addition to the traditional metrics you can get from email marketing platforms, you can experiment with other strategies like surveys to better understand your subscribers’ interests, what they would like to see, and how you can improve your content.
Evolve content with greater attention to privacy
You need to continue to innovate strategies to create points of contact with the public: while metrics related to open rates are important, there are many other ways to know your subscribers and by learning from KPIs you need to continue to create quality content.
