In September 2021, Apple released its latest iOS 15 software that focuses on privacy, data tracking, and user security. How does this affect email marketing? 

What is the iOS 15 update?

While consumers have always been a bit leary of their personal data being stored online, starting in 2019 this number started to increase and consumers started to ask for more and more online security. 

A Pew Research study showed that only six percent of Americans believe their personal data online is more secure today than it was in the past. While those in the research study feel their online privacy and personal data is being mistreated or not secure, only nine percent of adults always read the privacy policies when they populate. 

As privacy and personal data become an increasing concern for the general public, Apple released several new updates starting with Facebook and now email. The latest update is the iOS 15 update. 

The iOS 15 email changes allow apple users to better control their permissions when it comes to 3rd party domains. The Mail app stops pixels from email campaigns from being able to know specific information such as IP addresses and data. 

This means that several of the traditional email marketing metrics that are used for analytics and reporting will be limited or a large majority of their data will be missing. 

However, don’t let this discourage you. This is how any email marketing management company can adjust its marketing strategy. 

How can marketers adapt? 

1. Customers want privacy, but personalization 

Customers want privacy, but they still want personalization. This continues to be one of the top discussions when it comes to email marketing strategies. The personalization in an email can be as simple as “Hey X, we missed you”or content that appears to be just for the subscribers, but in all reality, it is a mass email campaign. 

2. Clicks versus open rates

The biggest thing with the new iOS 15 update is that you will no longer be able to accurately tell who and how many consumers are opening the company’s email. Although, Google, Bing, Yahoo, and all Android devices, plus Outlook software, will still work so a company can see its open rates.

However, with this new change, MarTech reports that email open rates are predicted to be inflated due to the change until the software can update properly. (Similar to Facebook’s advertising reporting). 

This will also affect email segmentation because it will be difficult to accurately measure who has opened the emails. What are experts saying to measure next? Forbes suggests that this metric will phase out and clicks will come forward.

3. Refresh lists 

It is important to refresh email lists from time to time, but with this change, it could be one of the best times to do so. At the same time, what about reviving some of those older email marketing lists. 

Provide opt-ins and opt-outs and send a basic email asking your list if they are still interested. This will weed out the subscribers who have simply forgotten to unsubscribe. 

What else could an email marketer or company work on? Here are four ways to improve your email marketing list. 

For more information on email marketing, contact our team today.