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Marketers have been spoiled by the internet. Digital marketing, social media, and email marketing afford us tons of luxuries when it comes to tapping into our audiences and reaching them directly with our products or services. We’ve had it pretty good.
As I’m sure you’re well aware, Apple will be releasing an iOS 15 update, which will change the privacy protections of its users. While this probably delights tons of users and makes a lot of consumers feel better about the security of their information, it will definitely disrupt the marketing industry, which relies heavily on accessible user data.
Before you fully freak out, let’s examine everything about this update; how it will change the way you market your brand and how you send and track your email marketing.
The release won’t happen until Fall 2021 (although that will be here before we know it). Basically, Apple will offer users of its Mail app the ability to select “Mail Privacy Protection” and limit the amount of data available to brands and companies that send them emails and use tracking pixels. More specifically, when users select this privacy option, email marketers will no longer have access to information like:
Email marketing has been around forever. And it loves reinventing itself and claiming it’s “not dead!” But, could something like this be the final nail in the coffin?
It more or less comes down to a bunch of factors. Things like:
Simply put, the way you track your email engagement, and the way you go about personalizing your email marketing, will have to change. You can wave goodbye to open rate data, and while we think we could probably live with that, there are other things that rely on open rates that will also be affected.
For example, list health, segmentation, and automated triggers will all be affected since they rely on open rate engagement.
We have some time, but I wouldn’t dawdle. You should start thinking about this rollout now and start preparing your email marketing strategies and tracking practices. While this may seem like a big blow, the truth is that when you look at it in the right way, it will only help you improve your practices and your marketing funnel.
Here are a few things we recommend focusing on that will help you better prepare for this rollout and still be effective at your email marketing.
In the world of marketing, it can seem like the minute you get comfortable, something sets the industry on fire, affecting how you do business and forcing you to get more creative with your approach. Apple’s impending iOS 15 update means definite changes to how we do things, but it doesn’t have to be all doom and gloom. In fact, there are great things that will come from this, including modified and improved marketing strategies that put the customer first. We hope this article helps you prepare and ensures you don’t lose any momentum reaching your goals this year.
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