How Apple’s iOS 15 Affects Email Marketers
As one of the HubSpot blog’s email marketers, the key metrics I’ve used to measure email success is the open rate.
When the open rate is high, it indicates that your article line has done its job of attracting readers, sending you emails at the busiest time of the day, or your buyers. Looking forward to receiving your content in the inbox. When this is low, it indicates that your email subscribers may not be reading your content.
But now, with Apple’s recently announced iOS 15 privacy features, open rates for email marketers to take advantage of may change.
At Apple’s World Wide Developers Conference in June, the company announced a rollout of a handful of new iOS 15 privacy features that would include:
- Mail Privacy Protection (Free): With them, according to reports from Litmus Early access to iOS 15, And other tech journalists will allow Apple Mail users to mail privacy features that mask IP addresses and prevent third parties from opening email or tracking other IP data.
- ICloud + (subscription): IC Cloud Subscriptions include a VPN-like private relay feature that includes additional privacy features, which prevents Safari users operating sites from being tracked and allows users to see who they are. Sending information to the website.
- Hide my email (inside iLid +): An email address clicking feature that enables users to give sites “fake” email addresses. Although promotional emails sent from a brand to a fake address will still go into someone’s inbox and will not affect important communications, the brand will not be able to see the person’s real address until they Don’t share.
While paid features may not make a huge impact on marketers because they require customers to purchase a service, this feature of Apple Mail’s free privacy is already causing a stir in the marketing community.
So far, all Apple has said about this feature is that, “In the Mail app, Mail Privacy Protection prevents senders from using hidden pixels to collect user information. The new feature lets users know about senders.” Prevents them from opening emails and masks. Their IP address so that it cannot be linked to other online activity or used to locate them. “
Although Apple has not explicitly stated whether mail privacy protection will be an opt-in or automatic feature, some iOS testers have shared images showing the Mail app showing mail privacy protection when it enters the app. Indicate turning.
Although Apple hasn’t significantly expanded its mail privacy feature, marketing experts say it could affect open rates and e-mail-based A / B testing.
While the move may sound scary, it’s not surprising as it follows the trend of Internet privacy rollouts from tech companies. More recently, Apple’s iOS 14.5 update has required users to choose to share information via limited app tracking when they open an app after downloading it. Meanwhile, Google is developing its own privacy sandbox, preparing advertisers and marketers for the phasing out of third-party cookies to Chrome in 2022.
When it comes to Apple’s iOS 15 axis in particular, marketers are not only uncertain, but many – including members of the HubSpot team – believe it’s a positive for the user experience. There will be a change.
“Since its inception, the focus has been on Hubbspot to help market businesses and sell them the way people want to buy and sell. Our founders developed the philosophy of esoteric marketing in the early 2000s. Developed, and Apple’s moves reinforce these trends, “said Will D. Carey, Group Product Manager at Campaign Hubspot.
“Buyers are in charge of what they share their data with, not sellers. And big corporations shouldn’t have to create markets to track and sell personal data,” says D’Care. Small businesses benefit from information. “
“This means that every big company, big or small, will need to get better and better to build a trusting relationship with its audience, and have the right to know who they are and who they are.” What are you interested in? “
“The truth about people today is that they want privacy and privacy. They still want content that is targeted and conveys a message that speaks to their interests. Given Apple’s changes, email marketers will likely need to focus more on creating relevant content that drives their audience to action, just to see if they can get a click. If so, compared to experimenting with headlines.
“Personality is not disappearing. Conversion reform is not going away. A / B testing is not ending. But each of them will need to build a deeper relationship and focus more on meaningful initiatives, ”said D’Care.
While Apple’s recent Open Tracking Axis may be great for iOS users who want to feel more secure, we know that email marketers still have a lot of questions.
To help email marketers navigate the potential changes that may occur, here are some tips and strategies teams might consider approaching the iOS 15 rollout.
How Email Marketers Can Open Apple’s Open Privacy Changes
1. Continue after Apple updates.
Although Apple’s iOS 15 features have been announced, there is still much that we do not yet know about the impact of email and IP address tracking. For example, when it appears that this feature will require opt-ins, Apple has not explicitly confirmed this.
Over the next few months, HubsSpot’s own email product team will consider changes and solutions if open rates will have a major impact.
“At Habspot Email Product Team, we will take the time to consider what the next best steps are for our customers. Hedgespot Email Product Manager Shane Johnson I, our priority will be to continue to generate highly effective emails and get the most out of our email tools.
As we learn more about these new features and how they can affect HubSpot Email Analytics, we’d like to keep you posted on this post with more information and links to helpful resources. Keep dating
2. Remember, not all email readers will be affected by this change.
Although Apple Mail and Apple Mobile devices account for more than 35% of the global email provider’s market share, Google, Outlook, and other email providers have not announced similar privacy measures. Which means their open and IP data can still provide solid tracking information. Email Marketers
While you should be aware that other companies, such as Google or Microsoft, may follow the issue of email privacy, it is important to remember that you will still receive open data from them and will still be open. Can make some decisions about success. From these email providers
3. Consider adjusting open rate targets.
Although open rates aren’t going to end anytime soon, a large portion of the email audience can be irreparable. Because of this, you may need to reduce or pivot your open rate targets to find out what your new low, average, and high open rates are.
If your goals are set by your top manager, it will be important for you to audit and discuss how you typically assess your manager and your team after the rollout. You can also find out what the new average looks like based on hard data. You can also find out how open you are by iOS users in general. Also want to consider keeping track of your email open rates for a month or more.
4. Take advantage of other email marketing data.
Although open rate is a major email marketing PI in many companies, it is certainly not the only statistic you can use to determine if your email content is successful. Is. In fact, HubSpot is one of the many metrics that appear in open rate when sending blog emails. There are other things that I want to keep planning, even if it affects open rates.
- Clicks and clicks three rate: If you share links to offers in content, such as blogs, product pages, and emails, the number of clicks and your clickthrough rate give you an insight into how many or how many emails you have. Readers attach to your content and click on it. High clicks or clickthroughs may indicate that your content was very interesting, while low clicks or clickthroughs may indicate that readers are less interested or scammed by your email.
- Traffic to your site: Using software like HubSpot, or tracking URLs, you can determine how much traffic your website receives from a single email. Or which pieces of content have sent the most visitors to your site? Lastly, if you’re trying to build your audience, get people to buy, or increase offer downloads, you’ll need to send people to your website. Good email traffic signals that you are successfully getting visitors to where they need to go with your content.
- Click Max: Many email providers, such as Habs Spot, allow you to see what content people have clicked on in the email. This can help you see which content in your email was the most and least clickable.
- Eliminate prices: Although they don’t usually vary much, the inbus subscription rate may indicate that one aspect of your email strategy (such as the content you send or the frequency of emails) is more than you normally would. This has led to the loss of more audience members. In the meantime, permanently lower the subscription rate indicators that you are continuing to retain or retain your customers.
- Survey or email personal research: In addition to metrics from your email marketing platform, you can also take advantage of other strategies such as other surveys or polls to find out more about your customers’ interests, what they want to see more, and where you can. Improve your content.
On top of taking advantage of KPIs, which are less impactful than Apple’s transformation, you can also use email tools or benchmark reports to see how your email prices are impacted by your industry. How to compare with other brands.
For example, Habs Spot users can take advantage of Habs Spot’s Email Health tool to compare your open, click-through, subscribe, and bounce rates against our benchmarks.
Creating your own content for a more private world
Apple’s announcement is not the only privacy pivot that has affected digital marketers – and in 2021 – it certainly won’t be the last.
Although the world is changing in the way that digital and email marketers face some challenges, this does not mean that you do not continue to innovate your strategy to meet prospects or audiences. Can keep
While open rates are certainly important, there are many more ways to get to know your email buyers, learn from KPI, and continue to create great content for them.