Apr 1, 22 | 4 min read
Reading time: 4 minutes
Customers today are more conscious about protecting their privacy. They don’t want all their personal information and data to be available without restrictions. Big companies, such as Apple, have already taken action on the matter. The new IOS 15 update in September 2021 launched Mail Privacy Protection, which sparked a lot of speculation on how it would affect email marketing practices.
Thanks to a recent HubSpot survey , we can get a clearer understanding of how iOS 15 updates and data privacy impact email marketing. The results show that 47% of respondents determined that it had a neutral impact on their email marketing strategy.
Right now, we are still adjusting to a cookieless world . As a result, there are many concerns among marketers around the world.
New privacy rules directly impact email list of tonga consumer email strategies, making it difficult to know how our consumers interact with our content. Also, if we can't collect certain data about our email activity, how can we ensure 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 offer more value to our subscribers. Relying on creating good content and having deliverability is key to overcome this landscape.
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.
Source: HubSpot
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;
reduction in the ability to see open rate or click rate;
This does not mean the end of email marketing. Solutions and alternatives are already being tested by professionals and are yielding very interesting results.
Let's take a look at some of them!
Some alternatives tested by professionals
Prioritize KPIs
The first action marketers took was to reprioritize their success indicators.
According to HubSpot, up to 62% of affected email marketers have 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 alternative channels
At 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 segmentation while spreading the word.
One of the biggest (but underrated) alternatives is SMS Marketing. Remember, 3.8 billion people around the world carry a cell phone. Why not make the most of it by just sending a text?
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 above 50%, according to research by Campaign Monitor .
Value proposition and delivery capability
Another step is to avoid elements that can hurt your email deliverability, such as poor content, use of URL shorteners, or single opt-in.
In this new environment, 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 for making a better email strategy are:
check out the latest trends in design .
touch your consumer's pain point through good copy, headline and CTA.
get out of the ordinary and start trying interactive content .
Give it a human touch by personalizing your recipient's name
Building trust
Relationships are built on trust, and marketing is no exception. Transparent communication is key to gaining your customer's trust. Let them 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.
