The latest iOS 15 preview has everyone talking. Apple used the preview to announce new updates to user privacy protections across all Apple devices. This move solidifies Apple’s commitment to a privacy-centered future but, at first glance, it could seem like it may leave email senders standing on shaky ground.
At Data Axle, we’ve been reading a variety of trusted sources and industry discussions throughout this past week, and we can assure you – valuing consumer privacy is a move in the right direction. There are still ways for advertisers to ethically collect data that will allow them to meaningfully interact with their audiences over email.
What Changes Should Email Marketers Implement
This means that the most important takeaway for email marketers is that we need to start measuring our efforts in new ways. The open-rate will be less important, and marketers should start measuring in a 360-degree view and it’s important to implement this before the changes go into effect.
Background on the Apple iOS 15 Release
With the upcoming Fall 2021 release, Apple will provide the option of “Mail Privacy Protection” for those using the native Mail app on iOS 15.1 This feature is great news for Apple users who value privacy. However, for email marketers it presents challenges to the traditional ways of collecting data. Namely, advertisers who currently rely on access to data gathered via tracking pixels.
The iOS 15 updates will change the existing email marketing landscape, as they will allow native Mail app users to:
Though it is unclear how much Apple’s changes will impact the industry this Fall (keep in mind that as of Jan 2021, Apple accounts for 52% of mobile devices in the USA2), we know that change is coming. Recent laws, such as Europe’s GDPR and California’s CCPA, are a preview of a world where privacy control is increasingly in the palm of the user.
6 Changes to Ensure Your Data is Ready
We urge you not to view that as a negative, but to proactively engage with your data to keep it clean, accurate and up-to-date. Here’s how:
Apple’s announcement has created uncertainty regarding traditional email KPIs, but there is hope for the industry. Email has always proven its ability to adapt and evolve. We know the open-rate won’t go away entirely (at least not yet), given it’s the only metric available today that allows senders to measure the initial level of interest a subscriber has with content before the click. Even so, marketers should not be relying solely on the metric of open-rates. A 360 degree view of email performance, including both deliverability and engagement, is now integral to truly understanding subscribers and program success.
This is an exciting time to be in Email Marketing.
We’ll be watching this closely and will keep you informed on the emerging trends and developments. In the meantime, learn more about deliverability strategies in our new Email Deliverability Guide:
As the newest member of Data Axle's Inboxable team, Thom is responsible for ensuring successful outbound email deployment and optimal email inbox placement for our clients. He continuously works to provide exceptional customer service, email campaign strategy, and efficient issue resolution in email deliverability. Thom's 10+ years of experience with data and digital marketing has encompassed multiple industries, from DTC to retail and CPG & Pharma.