Apple is changing email marketing forever and here’s what you need to do.
The things you need to know about Apple’s Mail Privacy Protection and how it will impact your email marketing activity moving forward.
Apple has just announced some very significant updates as part of the new iOS15 update that will affect email marketing in the future, and I wanted to ensure you’ve got the heads up.
Here’s what you need to know:
The new iOS 15 will come with a privacy dashboard for users.
It will let users see who is tracking their iPhone, and when. A big step forward for data and information transparency.
It will also allow Apple mail users to stop marketers from embedding email tracking codes into the emails they receive; they just have to opt-in.
What does this mean for you as a marketer or business owner:
The change will affect various email marketing activities.
Without tracking codes, you will not be able to reliably measure metrics such as open rate, open frequency, and reader location.
This will make it hard to know what subject lines work best or run A/B tests.
This doesn’t mean the end of email marketing; it just means the way we do email marketing will have to evolve.
Here are some of the things you can do to adapt to the new world:
Focus on delivering strong content in your emails that your audience can’t wait to receive, open, read and click to learn more.
Start looking at broader performance metrics – click-through rates, unsubscribes, brochure requests, and list growth rate.
Know there are workarounds for certain features, e.g. base them on other measures such as clicks, date-based triggers instead.
Use less text in eDMs overall and encourage more click-through to your website where possible (you can better measure things on your website).
Look at doing re-engagement campaigns with polls, surveys, special offers, competitions.
If you’d like to read more about Apple’s announcement and the things you can do, here are some helpful links: