The new iOS 15 privacy features & Email Marketers

The new iOS 15 privacy features include the following

1. Mail Privacy Protection:The new privacy features will allow users to block third party cookies from tracking email opens and other IP related data.

2. iCloud Application: The new iCloud subscription will allow additional privacy features that can include VPN like features preventing the Safari browsing to selectively opt-in for websites to track and send your information.

3. Email Masking: An Email address mask feature enables users to mask your original email address and give the website a "fake" email address that would be generated real-time. So basically, a brand will not be able to see the person's real address unless you share it with them.

This Mail protection service works on any email opened from the Apple Mail app like your Gmail or work account. However, this doesn’t affect other email apps used on Apple devices like the Gmail app on an iPhone.

What this means for email marketers!

The Open rate obsession

Yes. The open rates slowly become less significant as your open rate will not give the actual numbers as more and more people upgrade to the latest iOS versions and activate Mail Privacy Protection.

Tip: Re-engineer your automated workflows and user journeys that rely on someone opening an email. Email open rates currently do not register if a customer reads the email in the preview pane, anyway.

So, Let's ignore open rates and focus on the real engagement metrics that matter the most. These cannot be faked: Clicks, Page views, replies & leads. The sending time optimization and follow-ups based on opens must be reworked too.

Make your content matter

Content matters the most even now. Give customers a reason to read your email that aligns with their interest and problems. Make use of the technographic and Intent data to give you the most value.

Personalize your content for the user.

And people want personalization, here are some quick stats for your reference:

83% of consumers are willing to share their data to create a more personalized experience. (Accenture)

76% of buyers expect more personalized attention from marketers to develop an intimate relationship with your brand. (Demand Gen Report 2020 Buyer Behavior Study)

80% of customers are more likely to make a purchase from a brand that provides personalized experiences. (Epsilon)

6 in 10 marketers report that boosting personalization in email is a priority. (Litmus 2020 State of Email, Fall Edition)

Conclusion

Email marketing will continue to evolve in 2022 and beyond. Remember that mobile devices are not the same as mobile email clients. The email privacy updates in iOS 15 will only affect Apple Mail users. Although most iPhones users are in the US, & globally this percentage falls to around 30%. Most of them will likely opt in for increased security, given their choice. So ideally, you may find that only around 10-15% of your database is affected. Now let's hope this will motivate email companies to continuously improve the way they deliver a great experience to their subscribers.

Once again-A Human to Human Marketing!