How to market around IOS15
With the introduction of iOS 15 in June 2021, iPhone users have an increased ability to control their privacy online, which in turn impacts paid advertising and targeted marketing.
One specific change can be seen in the way users access their emails. In the Mail app, Mail Privacy Protection stops senders from using invisible pixels to collect information about the user. The features help prevent senders from knowing when an email is opened, and masks users’ IP address so it cannot be linked to other online activities, or used to determine their location.
Email marketing has a stronghold in the realm of marketing due to its ease, convenience, and accessibility. With these new features, it is not unexpected that those who utilize email marketing may be anxious to see the outcomes of this new step in user privacy and protection. Check out some of the ways below to navigate this new era in email marketing with iOS 15.
Leverage Zero Party Data:
Zero-party data includes information consumers want to give to companies, and expect said companies to use. Think of consumers giving their name, birth date, and email address. They expect the company to use this information and send a birthday message or discount.
Brands will need to make extra effort to entice users to opt into receiving emails. Using zero-party data and contextual information to effectively personalize content to consumers will increase engagement. Showing customers that brands are on their side and respect the data they’ve willingly provided boosts trust in the brand and, therefore, customer engagement and satisfaction.
Build Trust with Audience
Anyone familiar with business and advertising knows trust is essential. Without the ability to utilize third-party data or data tracking, brands need to find ways to learn what their customers want.
When enrolling in email subscriptions, allow customers to choose what types of emails they want to receive. Do they want promotional emails, informational emails, or only emails related to their account status? Invite customers to participate in polls, quizzes, and surveys related to the brand and customer experience.
Utilize Feedback
Take information from these feedback routes and use it to create a better customer experience and continue to build the customer-brand relationship. Customers want privacy and personalization from online marketing avenues. Focus on creating increasingly relevant content that persuades consumers to take action. Instead of toying with enticing email headlines to see if the content will get clicks, use information willingly provided to improve customer relevance.
Adjust Open-Rate Goals
Many online marketing professionals utilize open-rate numbers to track the effectiveness and success of email campaigns. With Apple’s new features, a large number of any given audience may become untraceable. Brands should consider lowering or pivoting open-rate goals to reflect these new changes. Audit and communicate with marketing team members to assess for how many opens typically come from IOS users to facilitate new estimates.
Utilize Other Tools for Measurement
In addition to adjusting open-rate goals, consider using other methods of measurement. Click and click-through rates are an efficient unit of measurement. They give insight into how many and how often email readers engage with and click on specific content. High click rates typically equate to very engaging content, whereas lower click rates may reflect less engaging content.
Brands can also assess traffic to site numbers to see how many visits are coming from email marketing methods. Email traffic numbers can give brands a hint into the successfulness of email marketing campaigns.
Clickmaps are another tool that allows brands to see which content people clicked on most. This can give insight into which parts of the website, email or other content are most enticing to consumers. Use this information to increase the amount of appealing content and reduce the amount of content that isn’t gathering as much attention.
Leverage Text Message Marketing
Text messaging is a preferred method of communication for younger audiences. Open rates for text message marketing are about as high as they can get. Combine text and email strategies to cover the spectrum of marketing options for consumers of all ages.
Continue Following Updates
Continue monitoring current and upcoming changes from Apple. Look into change ahead of time and work with your team to strategize and consider possible solutions as potential barriers to marketing arise.
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