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If you aren’t yet aware of Apple’s iOS 15 rollout and how it impacts your email marketing, then we’re here to tell you you’re behind. Time to play catch up!
This rollout changes how email marketers are able to track the success of their campaigns. Before we dive into that, let’s touch base on what Apple’s iOS 15 privacy features include:
Keep in mind that these features are only available to Apple Mail and Apple device users. What’s more, these users will have to opt-in to these features in order for them to be applied. And, since some of these features are paid, people may not be jumping to use them. But that doesn’t mean you shouldn’t start adjusting your email marketing KPIs so you can be better prepared to more accurately measure and track success.
The most threatening update is the Mail Privacy Protection feature. The biggest metric that this feature affects is open rate, and when you consider how much marketers rely on that metric to determine the success of their email marketing, it’s a bit concerning.
However, now is not the time to lose hope. Email marketing has been around for a while, and there have been some shifts and changes throughout the years. As marketers, we all know that if we’re going to succeed, the ability to adapt is key.
Email open rate is not the only metric you can tap into. Let’s cover some of the other email marketing KPIs you should use to track success.
Sharing links to your content in your emails is a great way to nurture and educate your leads. But, not all emails you send have that intent. Some emails are simply to share a new product launch or guide you’ve put together. Or, they’re to promo other things, like a product demo or a walk-through.
It’s so important for you to look at how many clicks your emails generate. The more clicks your emails produce the more engaged your recipients are with the content. It’s also important to look into your click-through rate. This tells you out of all the people who saw your email, how many actually clicked on a link within your email. It’s a metric that can help you determine, overall, just how interested your recipients were in learning more or taking your call to action.
The rule of thumb is to only have one CTA per email. However, that isn’t always realistic. And, in the instances when you’re sharing links to more than one piece of content, it’s key for you to understand which links resonated with your audience the most.
With Benchmark Email, our users can access link performance, which breaks down how many clicks each link within any given email received. Our tool also tells you which email recipients clicked on which links! So, if you’re sharing five blog articles, you can easily see which one was the most popular with which email recipients. You can use this intel to inform future blog articles and to provide a more personalized experience to specific subscribers.
Your bounce rate tells you out of the people you sent your email to, how many didn’t receive it. This typically means there’s an issue with the email account your sending an email to. Since it ultimately means your emails aren’t making it to everyone, and it can negatively affect your deliverability, you don’t want your bounce rate to be high or to be increasing.
When email addresses repeatedly show up on your bounced list, they should be considered spam traps. With Benchmark Email, you can see which email addresses aren’t receiving your emails. If you notice the same emails continue to pop up in these lists, you’ll probably want to scrub them from your future outreach, which can help improve your deliverability and keep you from getting blacklisted.
Unsubscribes are a good thing and a bad thing. While it’s never nice to see people opting out of your future messages, it also doesn’t serve you to continue to send emails to people who aren’t appreciating your content.
If you notice that your unsubscribe rate is climbing, it may be time for an email redesign or to rethink your content strategy. Just make sure you take a long look at your audience personas to determine if they’re still accurate, and double-check your website forms and email sign-up forms to ensure they are opt-in only.
Apple’s iOS 15 features don’t have to throw a wrench in how you measure your email marketing performance. Make sure you tap into other KPIs to help you get a true reading on how your emails are landing and where you need to improve.
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