9 strategies to stop email as quickly as possible [iOS 15] And what to do

Every marketing channel has a different life. SEO is very stable, but you must stay focused due to algorithm updates. Bad PPC can’t get rid of all Google Ads updates and privacy measures.Email marketing, well, 43 years old, return on investment 36 USD For every dollar spent, it lives its best life.

But since the privacy patrol entered towns (aka Apple iOS 15 and macOS Monterey) in September, smooth sailing has become difficult. Through these latest privacy priority updates, Many common email marketing strategies have become ineffective and may even hurt your performance.

The problem is that it’s not clear what these strategies are, because you can still execute them-it’s just that you will have inaccurate data to execute and measure the success of the strategy, which can lead to misinformation and return on investment to your audience Rate the tank.so Read on to understand:

• What exactly is required for an iOS update
• How big is the impact
• What strategy should you stop
• Implement 13 strategies

What is the iOS 15 update?

Apple’s iOS 15 update released on September 20, 2021 provides users with two other privacy features-this time email. There are two characteristics that marketers care about:

• Hide my email
• Mail Privacy Protection (MPP)

We will introduce these two functions soon, but first, let’s look at the objects and percentages affected by the update from a global perspective.

How extensive is the impact of iOS 15 on email?

The initial focus on iOS 15 was very low, because About 33% All e-mails in the United States are opened on the iPhone. But on October 25th, macOS Monterey was released, which provides the same functions as described above for Apple computers and laptops. So if we look at the data for the first quarter of 2021 Litmus, There are reasons to worry.

Apple Mail dominates, capturing 58% of emails on desktop and 90% on mobile:

However, the percentage of open webmail is almost twice that of desktop, only 7 percentage points behind mobile devices.

And the most popular webmail client? Mail. Apple’s iCloud Mail is not even on the map.

Even so, 62.4% of emails were opened in Apple-led mobile and desktop, while 36% were opened in Gmail-led webmail. There are reasons to worry, but not panic. Read on to find out why.

Hide my email

Hide my email allows users to share a fictitious email address in forms and registrations, which will route the message to their inbox without showing the actual name of the address to the email sender. This option will appear when you select “Log in with Apple” or you are an iCloud+ user on Safari.

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The effect of hiding my email on (not just) email marketing

First, users can make as many proxy/fake email addresses as needed. If the user changes or deletes the proxy address, they may unknowingly cut off from using any service subscribed by the proxy, so that the sender will receive a hard bounce and no unsubscribe information.

Also, mailbox The address is usually used as a unique identifier in the automation platform, and Customer relationship management Help companies customize marketing and customer service accordingly.So if you send a Promotional mail Regarding your application to a list of potential customers, and a person in that list uses a proxy address to register the application, your email automation program will not know that that person will be removed from the training process.This person will continue to receive marketing emails that they’ve already registered, making it look like you don’t know your customers, and they’re likely Unsubscribe.

Or suppose they call customer service. If they provide a real email address to help the representative find their account, it will be nowhere to be found.

what to do

This not only has a major impact on email marketing, but fortunately, according to Admonisher, Only paid iCloud+ account holders who use Safari can use Hide My Email Fortunately, less than 20% of people worldwide use Safari.

Another reason not to panic is that these settings are opt-in. If users click your registration button, it is likely that they trust you enough to use their real email address.

However, You will want to use alternative unique identifiers in the marketing ecosystem to ensure that your strategy is future-proof.

Mail Privacy Protection (MPP)

To understand MPP, you must first understand the reason Email Automation Platform The reason they can provide you with open-relevant data is that they include a pixel in every email you send. When an email is downloaded (opened), the pixel is downloaded and then communicates with the platform when someone opens the email, how many times they have opened the email, and their IP address.

Email privacy protection is designed to prevent pixels from being downloaded to your device, so email senders cannot see your activity or identify your location.

Just like App tracking transparency in iOS 14, Apple is once again sandwiched between the third-party tools users and marketers need to accurately measure and personalize their strategies. (If you are still struggling with Facebook ads, try these Facebook advertising strategy after iOS update.)

The influence of email privacy protection on email marketing

MPP adoption rate 20% As of October 1 (10 days after the launch of iOS 15).A month later, Constant Contact shared This litmus column The average email open rate in the month before and after iOS 15 stabilized at 17.6%.However, by November 17, the adoption of MPP had grown to 30%. Another source shared that as of now, 60% Of Apple users have installed iOS 15 and 97% The users among them have adopted MPP. Therefore, the impact of iOS 15 on email marketing performance may grow over time.

You might think you will see Low open rate Because the pixels are blocked from downloading, but this is not the case. The email will still contain a pixel, and the email will now be sent to the proxy server first (rather than directly to your device), where the content is downloaded-this also means the pixel. The content then enters the Apple privacy cache, so if you decide to open the email, you will see the cached content instead of actually downloading the original email with pixels.

So this means that emails-and pixels-are downloaded by the proxy server Regardless of whether the recipient opens it (Hence the red underline above), resulting in a high rate of opening positions.

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MPP hinders email marketing strategies

Due to the inaccurate and incomplete data about the opening, IP address and device, some Email marketing strategy Becomes unreliable or ineffective. This includes but is not limited to:

1. List hygiene conditions, such as deleting or re-contacting contacts based on the last open date.
2. Send the same email a few days later to the people in the group who didn’t open the first email.
3. Email segmentation strategy, Because the segmentation may shrink or become inaccurate.
4. Subject line Test based on open rate.
5. Send time optimization (unless your email provider adjusts its algorithm to exclude opening).
6. Real-time personalization, such as countdown timers and real-time content (emails will show the cached content when the proxy server opens the e-mail, not when the user opens it).
7. Dynamic elements, such as a link to Google Play or App Store based on the device that opened the email.
8. Trigger email And cultivate the flow activated by openness.
9. Location-based personalization, such as local weather or nearby shops.

what to do

As the impact of email privacy protection may grow over time, please consider the following strategies:

Break up with open rate

• View other metrics: Just as click-through rate does not represent the full picture of an advertising campaign, open rate is not all of email. Instead, focus on clicking links in emails, buying and converting, returning and unsubscribing.

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• Reconstruction based on the open activity process: Create new rules for open trigger flows and segmentation strategies, instead of focusing on clicks or purchases. At this point, pause existing activities, clone them, and then make adjustments to the clones so that you can keep historical data.
• Test body components: Don’t test the subject line, but test the elements in the content body. (Go here Newsletter content creativity.)

Keep your list organized

• Get high-quality registration: As open rates become more and more unreliable, the strategy of collecting as many email addresses as possible and then optimizing lists and content based on performance will become less effective.Use the correct information and Email call to action Attract the most qualified people Email registration Firstly.
• Run relicensing activities regularly: At this point, let your list be refined only for your most engaged and interested readers, so you can ensure that your content performs best.
• Break down by device: Use historical data to segment your Apple users so you can adjust your strategy or email content accordingly.

Adopt a variety of marketing strategies

• Don’t just rely on email: E-mail is best not to be your only marketing channel!Invest in one Marketing strategy mix So you can achieve multiple goals through multiple channels. In this way, you can stand firm against such major changes.
• Use data from other channels: Take multi-channel marketing one step further Cross-channel marketing— Integrate channels to establish a broad and consistent online status, You can also use the performance of one channel to inform your strategy on another channel. Apply insights from your social media, website, and advertising analysis to refine your email persona, and make data-driven assumptions about the best content and time to send.

Collect zero party data

• First party data very good: Here, you can use email participation (not just open emails) as well as website and buying activities to gather insights about your audience.
• Zero party data is better: Litmus It is recommended to create a preference center so that subscribers can directly tell you information that is usually inferred from pixel data, such as location, interests, and how often they want to receive emails.

Develop a content strategy

• establish trust: Provide useful content, reliable customer experience, Clear copy, And social proof, so people are willing to provide you with their real email address.
• Value-added: You can optimize your campaigns based on metrics and behavior, but in the final analysis, it all depends on whether readers get value from your content. This is your top priority!Make sure you have a Content strategy Maybe even Content marketing mission statement.
• Write a good copy: Similar to the last suggestion-if you have a good Email copywriting or Creative communication Start.