The upcoming iOS 15 update will drastically change email marketing by invalidating open rates and introducing disposable email addresses. Ecommerce operators must adapt by focusing on clicks and purchases as key metrics, aggressively cleaning up email lists, and implementing double opt-in to maintain deliverability and data accuracy.
Key takeaways
Transition from open rates to clicks and purchase conversions as primary email marketing metrics, as iOS 15将导致开放率报告不准确 (likely 100% for iOS users).
Proactively clean your email list before the iOS 15 rollout (expected Sep-Nov 2021) by running re-engagement campaigns and removing inactive subscribers to improve deliverability and list quality.
Implement double opt-in for all new subscribers to ensure email list quality and combat the impact of iOS 15's new 'Hide My Email' feature, which generates disposable email addresses.
Segment email lists by subscription date to identify and re-engage or remove older, less engaged contacts.
Develop win-back or re-engagement campaigns using incentives like discounts or giveaways to encourage opens and clicks from currently unengaged subscribers before their open data becomes unreliable.
Themes
crm & list managementdata privacyemail marketing strategy
In this episode of the Ecommerce Coffee Break, I talk about the coming changes to email marketing due to the iOS 15 Mail Privacy Protection updates. Apple's iOS 15 update removes the open rate metric from email marketing, which will fundamentally change how email marketing is done. The old ways of doing things need to be unlearned. In its push for privacy, which started with its iOS 14.5 app tracking update, Apple’s upcoming iOS 15 update will introduce Mail Privacy Protection, which will ...
Frequently asked about this episode
What does this episode say about crm & list management?
Transition from open rates to clicks and purchase conversions as primary email marketing metrics, as iOS 15将导致开放率报告不准确 (likely 100% for iOS users).
What does this episode say about data privacy?
Proactively clean your email list before the iOS 15 rollout (expected Sep-Nov 2021) by running re-engagement campaigns and removing inactive subscribers to improve deliverability and list quality.
What does this episode say about email marketing strategy?
Implement double opt-in for all new subscribers to ensure email list quality and combat the impact of iOS 15's new 'Hide My Email' feature, which generates disposable email addresses.
What does this episode say about crm & list management?
Segment email lists by subscription date to identify and re-engage or remove older, less engaged contacts.
What does this episode say about crm & list management?
Develop win-back or re-engagement campaigns using incentives like discounts or giveaways to encourage opens and clicks from currently unengaged subscribers before their open data becomes unreliable.
