Marketers shift focus to first-party data and in-email content to counter iOS 15

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 15, 2021, 5:27 PM UTC

Fresh off Apple’s recent event unveiled the tech company’s latest offerings; marketers remain anxious over the upcoming iOS 15 update.

With features like Hide My Email and iCloud + Private Relay, Apple aims at restricting the use of email open rates as a reliable metric of success in email marketing campaigns. Marketers are responding by asking clients to clean current email lists to rid them of unresponsive contacts.

Similarly, clients are being encouraged to focus on first-party data collection efforts and prioritise opt-in messaging. As for marketers themselves, personalised and meaningful email engagement along with in-email link click is set to become crucial.

Slated for an official launch this fall, iOS 15 introduces increased protection from third-party trackers and stops email senders from using invisible pixels to collect data. The update hides user IP addresses to limit third-party tracking across the internet. Moreover, users will now be able to use random email addresses to keep personal email addresses private.

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