How does iOS 15 affect Email Marketing?

In this recent update by Apple, consumers are gaining more control over the data they share through Mail Privacy Protection, Hide My Email and Private Relay.

How does iOS 15 affect Email Marketing?

The biggest change is that marketers will no longer be able to rely on the open rate as a reliable metric. As a result, marketers won’t be able to A/B test email subject lines or determine who their most active subscribers are. Work to create new metrics, such as conversions or revenue generated per campaign.

Marketers have often used geolocation targeting or segmented emails based on who opened previous ones. These metrics will no longer be reliable. However, this is a prime opportunity to segment your list based on user engagement metrics such as Signups for events, purchase orders, items added to the shopping cart or customer lifetime value.

Campaigns using personalized messaging often perform better than those that don’t. Studies have shown 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. (Source: Campaign Monitor)

In a research study by Evergage, marketers are using personalization in the following ways:

76% – Tailored messaging or promotions by audience segment
51% – Product or content recommendations by audience segment
49% – Email messages personalized at spend time

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