Email marketers must start preparing for iOS update

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 13, 2021, 5:21 PM UTC

In the run-up to Apple’s privacy rollout later this year, brands must realign campaign goals and adopt alternate KPIs.

In a nod to calls for increased data privacy, Apple iOS 15 updates will restrict email marketers from relying on open rates to optimize their campaigns. Along with blocking tracking emails, the iOS update also enables users to mask their IP addresses. Additionally, users will be able to sign up for marketing communication with untraceable email addresses.

Given that Apple Mail accounts for 11.5% of overall email opened, marketers must opt for other KPIs like click-through rates and website traffic to continue tracking emails. In the absence of open rates, brands must update dashboards to set reworked expectations.

Since iOS 15 will be released later this year, marketers must continue analyzing open rate data and employ A/B testing to understand changing audience preferences. Similarly, change any automated programs that depend primarily on email opens.

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