# Email Marketing Strategies Post-iOS 15: What You Need to Know
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Chapter 1: The Shift in Email Marketing Metrics
In the realm of digital marketing, a significant shift occurred that left many professionals scrambling. While the initial focus was on the repercussions of Facebook's advertising changes, a more profound impact on email marketing was taking shape, all thanks to Apple's commitment to user privacy.
A Prelude to Change: Prioritizing Privacy
The catalyst for this transformation was the launch of iOS 14.5 in December 2020, which empowered users to limit Facebook's access to their data. This transition was set to take effect in June 2021. Many experts, including Trey Sheneman from ASK Method Company, believed that the adoption of these privacy measures would only affect a small percentage—about 15-20% of iOS users. However, the reality proved to be starkly different, with nearly 90% of users opting to restrict Facebook's data collection.
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width: 800 alt: Privacy measures impact on email marketing metrics
The Aftermath: A Quiet Response
Following the upheaval that Facebook experienced, the rollout of iOS 15 was met with a surprisingly subdued reaction. In September 2021, another wave of Apple's privacy initiatives hit, dramatically altering the landscape of email marketing. Open rates, once a critical KPI for evaluating digital marketing success, became nearly obsolete. With iOS devices reporting inflated open rates of 100%, the reliability of this metric was shattered, rendering it effectively useless.
Despite earlier guidance on adjusting email strategies, much of this knowledge has since faded from memory. The same sources that once advised marketers on adapting to these changes began to push content aimed at boosting open rates, neglecting to mention the significant shifts in how these metrics are measured.
Chapter 2: Adapting to the New Email Marketing Landscape
Video: People are saying email marketing is dead. It's NOT.
This video discusses the misconception surrounding the effectiveness of email marketing in light of recent privacy changes. It provides insights into why email remains a powerful tool for engagement.
3 Essential Strategies for Email Marketing Post-iOS 15
2.1 Focus on Content Relevance
One of the most critical adjustments marketers must make is to concentrate on addressing the user's needs. Landon Ray from Ontraport emphasizes that only a small fraction of marketers recognize that open rates are no longer a viable metric. Tailoring content to resonate with user personas and delivering genuine value is paramount.
2.2 Simplify Your Messaging
With an overwhelming influx of emails flooding inboxes, it's crucial to keep communications concise and engaging. The example of Justin Welsh's newsletter, "The Saturday Solopreneur," illustrates this point well. His emails are designed for quick reading, taking only two to five minutes to digest, which enhances user engagement. Furthermore, while open rates may no longer be reliable, click-through rates remain a strong indicator of actual user interaction.
2.3 Maintain Clean Subscriber Lists
As email saturation increases, it’s vital to manage subscriber lists effectively. Ray suggests implementing a secondary segmentation based on user engagement, reducing the frequency of emails for those who haven’t interacted within a designated timeframe, such as 90 to 120 days. This ensures that marketers can focus on actively engaged subscribers while giving others a break.
Conclusion: Lessons Learned and Moving Forward
The tumultuous year of 2021 taught marketers valuable lessons about data analytics and user engagement. If you are still relying on email open rates as a primary KPI, consider the following steps to realign your strategy: prioritize user-focused content, keep your messages short and engaging, and regularly clean your subscriber lists to maintain an active audience.
Video: How To Track Email Open Rates ✉️
This video offers practical tips for tracking email engagement metrics effectively after the privacy changes introduced by Apple.
Citations:
Landon, Ray. Web 3.0 Email & Follow-up: How Email And Follow Up Marketing Must Evolve to Keep Up. Web 3.0 Futures Symposium. ASK Method Company. June 6, 2022.
Shenaman, Trey. Web 3.0 Traffic: Effective Lead Generation in the Cookieless World. Web 3.0 Futures Symposium. ASK Method Company. June 6, 2022.