The upcoming iOS 15 update will drastically change email marketing by ending the reliability of open rates and introducing disposable email addresses. Ecommerce operators must adapt their email strategies now by focusing on click-through rates, rigorously cleaning their email lists, and implementing double opt-in to maintain list quality and deliverability.
Key takeaways
Prioritize clicks and conversion metrics over open rates for email campaign success measurement, as iOS 15 will render open rates inaccurate (reporting 100% open rates for iOS users).
Clean your email list proactively before iOS 15 rolls out by running re-engagement campaigns and removing unengaged subscribers to improve deliverability and list hygiene.
Implement double opt-in for all new email subscribers to verify email authenticity and combat the impact of iOS 15's 'Hide My Email' feature, which generates disposable email addresses.
Be aware that iOS 15 will affect approximately 58% of global email clients, and anticipate similar privacy changes from other providers like Google in the future.
If facing challenges with your Shopify store from traffic to sales conversion, consider seeking mentorship for strategy optimization.
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 ...
Prioritize clicks and conversion metrics over open rates for email campaign success measurement, as iOS 15 will render open rates inaccurate (reporting 100% open rates for iOS users).
What does this episode say about analytics & attribution?
Clean your email list proactively before iOS 15 rolls out by running re-engagement campaigns and removing unengaged subscribers to improve deliverability and list hygiene.
What does this episode say about customer retention?
Implement double opt-in for all new email subscribers to verify email authenticity and combat the impact of iOS 15's 'Hide My Email' feature, which generates disposable email addresses.
What does this episode say about email & sms?
Be aware that iOS 15 will affect approximately 58% of global email clients, and anticipate similar privacy changes from other providers like Google in the future.
What does this episode say about email & sms?
If facing challenges with your Shopify store from traffic to sales conversion, consider seeking mentorship for strategy optimization.
