With its latest software update iOS 15, Apple is doubling down on its long-standing commitment to consumer data privacy by releasing several new updates designed to block ad trackers and conceal email data. While losing precious email insights like open rates may seem like a salesperson or marketer’s worst nightmare, there are a number of effective ways to adapt.
Here’s what the Apple iOS 15 update means for sales and marketing emails, and how you can help channel partners strategically pivot to ensure ongoing email success.
Apple iOS 15 - The New Rules:
iOS 15 gives users the ability to control what data they share through 3 key new updates including Mail Privacy Protection, Hide My Email, and Private Relay.
In the past, savvy marketers and salespeople have relied on invisible pixels to collect information about email recipients such as their IP address, time spent reading email, and what other applications they use. Now, when using Apple’s Mail app, the new Mail Privacy Protection blocks the sender from seeing the recipients IP address and further information about how the email was engaged with (think open rates!).
The new Hide My Email update is an email address-cloaking feature that enables Apple email users to provide a false email address on websites, social media, and apps. Users can leverage this feature when signing up for newsletters, making a purchase on a website or emailing.
The VPN-like Private Relay feature prevents sites from tracking Safari users who opt-in and allows users to see which websites they're sending information to. This means, websites and browsers are limited in the specific data they can collect about users since these third-party servers can no longer track users across the web.
Help Channel Partners Stay in the Game:
Though the rules and regulations frequently change, it just means sales and marketing need the right education and tools to adapt. There are a number of ways to ensure email communication continues to receive trackable engagement. As HubSpot’s Group Product Manager of Campaigns, Will DeKrey put it, “Personalization isn't going away. Conversion optimization isn't going away. A/B testing isn't going away. But each of these will need to be more focused on building deeper relationships and more meaningful actions.” Here are 3 ways to navigate Apple iOS15’s new privacy changes:
Without the ability to rely on traditional email engagement metrics like open and click rates, reprioritize key performance indicators (KPIs) and focus on new metrics like conversions or revenue generated per campaign.
Gone are the days of segmenting contact lists by open and click data. Instead, try segmenting your lists based on known Apple users and different engagement metrics like signups on forms or event registrations.
It’s critical to tailor email messaging, content and CTAs by audience segment. In fact, Emails with personalized subject lines are 26% more likely to be opened than those without, and revenue is 5.7 times higher in emails that employ personalization. (Campaign Monitor).
When done correctly, email is one of the most effective ways to engage prospects and customers. Although the rules seem to be constantly changing, salespeople and marketers simply need the education and tools to adapt.
Have questions on navigating email marketing amidst these new changes? We’re here to help!