HubSpot's latest survey of email marketers highlights how iOS 15 and GDPR changes affected their marketing strategies.
Given that Apple Mail and Apple Mobile devices constitute 35% of the global email provider market share, marketers take any iOS privacy update seriously. 65% of email marketers said they have been impacted by both GDPR and Apple's iOS 15 updates.
To adapt to the latest email privacy changes, marketers are looking beyond email open rates and are looking at fresh KPIs like web traffic, click maps, unsubscribe rates and audience surveys. In fact, 62% of email marketers reported prioritising different KPIs to measure the effectiveness of their marketing efforts.
Around 37% of impacted email marketers have also started using channels other than email, like text messaging. The pivot to text messaging is because SMS's have a 98% open rate as opposed to the 3% marketing emails that have an open rate above 50%. Further, email marketers responded to privacy changes by focusing on improving email deliverability.
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