12/12/2023 0 Comments Apple wwdc 2021 privacy![]() We don’t see a future for that, as we believe Google and the other email services will probably buddy up on Apple’s approach pretty soon. While still early into this privacy protection transition, some folks have been discussing testing subject lines to a non-Apple audience. As with many other areas, testing using opens will need to shift to clicks. It will be interesting to see how they address that functionality in the future. Typically, these have delivered the winner to the rest of the audience based on open rates. Subject Line Testing – Many ESP’s have tools for facilitating A/B tests for subject lines. ![]() (A CDP will help tremendously in this area.) Fundamentally, clicks and conversions signify a much higher quality of intent anyway, along with activity in other channels, such as the app/website, as well as offline behavior. Subscriber Segmentation – If the classification of ‘active’ or ‘engaged’ subscribers includes those who have only opened an email, this needs to change.Check all business rules in the journeys and automations for decisions based on email opens, as the flood of false positives dramatically increases the number of users receiving those messages. Journeys & Automations – Many programs have email automations and triggers dependent on whether someone has opened an email.So we’ve put together a list of considerations to start evaluating, rethinking, and re-engineering to help with the new OS (which launched on September 20, 2021). But how many emails are delivered to those clients? They will all show as having been opened in the future. ![]() In our experience, people opened at least 30%-40% of emails in the Mail app on Apple devices in most email programs, and the percentages have been much higher in many cases. Shift These Areas of Email Programs to Accommodate Mail Privacy Protection We don’t expect Apple to backtrack on any aspect of the Mail Privacy Protection, so we should all start planning for it. The fundamentals of email marketing will remain, with or without open rates. While the open rate itself has always been a flawed metric, it still weaved into practically every aspect of email marketing, for better or worse. This movement will impact certain aspects of every email program. Instead of blocking the tracking pixels themselves, they made them useless by flooding them with inaccurate data. We have to hand it to Apple it’s an elegant approach. It was only a matter of time until the privacy movement reached email marketing. Additionally, the actual IP, device, and location will not be passed back to the sender. This will make the ‘open rate’ and the ‘time of open’ useless, as every message sent to an Apple user will show as opened when they download the images. So, once a user enables Mail Privacy Protection (and we expect close to 100% adoption), Apple will effectively download all images in every email almost as soon as the emails hit their servers. And you’ll see your emails as being opened, regardless of if the user read it or not.” – Apple’s privacy pillars in focus – WWDC 2021 And since that content is loaded without revealing people’s IP addresses and without detailed headers, the location and type of device reading the Mail aren’t revealed. Since Mail content may be loaded automatically after delivery, the time of Mail viewing will no longer be correct. ![]() ![]() “If you’ve been using remote images to measure the impact of your campaigns, there are a few changes to be aware of. Apple’s guidance for marketers sums up the changes quite succinctly: The Mail app in iOS 15, iPadOS 15, and macOS Monterey will now allow users to opt-in to “Mail Privacy Protection.” This effectively breaks the “open rate” and all of the data that traditionally comes with it. It’s time for email marketers to shift from opens to more impactful engagement metrics. Apple introduced new privacy features at its annual Worldwide Developer Conference in June, and they will have an earthquake-like impact on email marketing. ![]()
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