Designate other high-quality data points that you can use to identify, segment, and re-engage customers.Look beyond opens for effective segmentation and re-engagement:.This begs the question: how should you more accurately measure the success of your email campaigns? Here’s what our email experts recommend: While open rates are commonly seen as a vanity metric when it comes to measuring email performance, they are still considered essential when it comes to maintaining good list health and deliverability. It may also affect subject line testing based on open rates due to a “phantom opener” issue that will likely inflate marketers’ data sets. If you’re using the “last-opened” date for segmentation or targeting purposes, that cohort will likely be rendered useless for Apple Mail users. The new Mail Privacy Protection feature will almost certainly impede marketers’ ability to gather information about email open rates. Within the app, users can choose to hide specific data, such as their IP address or when they’ve opened an email, from email senders (many of whom are marketers).Īs Apple executives explained during the keynote, this is to ensure that a user’s IP address “can’t be linked to other online activity or used to determine their location.” These changes will apply to the Mail app across all Apple devices, including the iPad, iPhone, and the Mac. This is a new tab in Apple’s native Mail app that’s meant to do exactly what the name suggests: let users decide what personal information the program shares. Ready or not, Mail Privacy Protection is coming to iOS 15. So, let’s take a look at the biggest updates Apple announced, and what our braintrust of marketing experts are saying about them. To no one’s surprise, the new privacy features-in addition to the App Tracking Transparency framework that rolled out earlier this year-are expected to further complicate marketers’ ability to track and target customers, while reinforcing Apple’s place as a key player in the future of consumer data privacy. One of the biggest headlines is the introduction of iCloud+, a subscription service designed to provide users with a more private online browsing experience, which will layer on top of Apple’s tightened restrictions on how apps access data. The days of extended timelines around iOS 14.5 are over: this new update will likely be here before we know it.)
(As a general note, iOS 15 is expected to be available as a beta in July, before being released to the public this fall. During Apple’s annual Worldwide Developer Conference (WWDC) keynote last week, the tech titan unveiled a handful of privacy-focused updates that will encompass its operating systems, including the upcoming iOS 15.