Customers today are more aware of protecting their privacy. They do not want all their information and personal data to be freely available. Big companies, like Apple, have already taken action on the matter. The new IOS 15 update in September 2021 released Mail Privacy Protection, which generated a lot of speculation about how it would affect email marketing practices.
thanks to one recent HubSpot survey, we can have a clearer understanding of how iOS 15 updates and data privacy affect email marketing. The results show that andl 47% of respondents found it had a neutral impact in your email marketing strategy.
Right now, we are still adjusting to a world without cookies. As a consequence, there are many concerns among marketers around the world.
The new privacy rules directly impact email strategies, making it difficult to know how our consumers interact with our content. Also, if we are unable to collect certain data about our email activity, how can we guarantee our efforts?
The solution is complex, but not impossible. Email marketing is not dead, it is just a matter of adapting to these changes as soon as possible.
Both the IOS 15s update and GDPR laws push us to think outside the box and deliver more value to our subscribers. Confidence in creating good content and having the ability to deliver is key to overcoming this scenario.
How Apple iOS 15 Impacts Email Marketers Based on Data
Something a bit obvious, but important to make clear: iOS 15 is only available for mobile devices (iPhones, iPads, iPod touch). Although the number of iOS users in the US exceeds 56%, the global alternative software is more popular. For that reason, only 27% of the world’s population uses iOS.
There are many important areas that are influenced by GDPR and iOS updates. For example:
- reduced access to user data;
- decreased ability to operate location-based strategies;
- reduced ability to view open rate or click rate;
This does not mean the end of email marketing. The solutions and alternatives are already being tested by professionals and are giving very interesting results.
Let’s see some of them!
Some alternatives tested by professionals
The first action marketers took was to reprioritize their indicators of success.
According to HubSpot, up to 62% of affected email marketers started looking at different KPIs to measure the effectiveness of their marketing efforts.
That is, they decided to analyze other KPIs, such as clicks, spam rate, web traffic, unsubscribe rate or surveys. They even considered A/B testing to verify the results of their camps.
Use alternate channels
By this stage, you should already know that you cannot rely on just one channel for communications. Being present on other channels helps you have better targeting while spreading the word.
One of the biggest (but underrated) alternatives is SMS Marketing. Remember, 3.8 billion people everyone carries a cell phone. Why not make the most of it just by sending a message?
And if you’re still not convinced, let me tell you that SMS has a 98% open rate, while only 3% of marketing emails have an open rate greater than 50%, according to research from CampaignMonitor.
Value offer and delivery capacity
Another step is to avoid elements that can hurt the deliverability of your emails, such as poor content, use of URL shorteners, or single sign-up.
In this new scenario, 28% of email marketers responded to privacy changes by focusing on improving the deliverability of their emails, as reported by Hubspot. And we should all do the same.
On the other hand, if you don’t want to end up in the SPAM box, you should always make sure that you deliver valuable content and benefits to all your subscribers. Some tips to make a better email strategy are:
- check the latest design trends.
- touch the pain point of your consumer through a good copy, title and CTA.
- get out of the ordinary and start testing interactive content.
- give it a human touch by personalizing the name of your recipient
Relationships are built on trust and marketing is no exception. Transparent communication is key to gaining your customer’s trust. Let him see the human side of your business and always be true to your values and principles. Share your own experiences, data, and surveys to let your audience know you’re highly engaged.
If you do this, your customers will be more confident in giving you their personal information. And the best part is that you’re already building a lasting relationship while protecting privacy.
Data management and privacy regulations are here to stay. Social networks and advertising marketing are already changing.
To get the best resources from our email marketing campaign, it is necessary to make some changes in our priorities and KPIs and focus on offering the best content for our subscribers.
Start thinking beyond the obvious and optimize your marketing efforts!