Ever felt like your email marketing efforts are just disappearing into the void? You’re not alone! When Apple announced its iOS 15 privacy changes back in September 2021, many email marketers panicked, thinking it might signal the end of effective email campaigns. With Apple Mail and mobile devices accounting for over 35% of the global email provider market, these fears weren’t entirely off-base.
So, were those anxious cries justified, or were they just a storm in a teacup? As we’ve comfortably settled into a post-iOS 15 world, I decided to chat with around 300 email marketers to see how they’ve adapted to these new privacy rules and what strategies are helping them thrive in this landscape.
The Impact of Data Privacy Changes
Change can be as unsettling as a coffee that’s gone cold. When marketers found out that they were losing visibility into their email performance, it’s no wonder they felt a little shaken! Surprisingly, it turns out that the fallout from these changes, while significant, wasn’t entirely doom and gloom.
In my survey, 47% of marketers felt neutral about the changes, while 29% said the impact was negative, but hold up—24% reported a positive shift in their strategies. How is that even possible?
Let’s break down the findings so we can see how some marketers are turning challenges into opportunities while others are still figuring it out.
How are Data Privacy Changes Affecting Email Marketing Strategies?
The results reveal that 65% of surveyed marketers felt the pinch from both Apple’s iOS 15 updates and GDPR. More intriguing is that their responses about how their strategies were impacted showed similarities despite the different underlying reasons.
When I dug deeper, it became clear that both groups were grappling with challenges in the same areas: location-based targeting, click-through rates, and open rates all took a hit. So, how are these marketers adapting?
4 Ways Email Marketers are Adapting to Data Privacy Changes
After the initial freak-out, many have turned to innovative strategies to keep their audience engaged and track their success. Here are the most common approaches:
1. Focusing on New KPIs
At the top of the list, 62% of marketers started prioritizing different Key Performance Indicators (KPIs) to assess their email effectiveness. This shouldn’t come as a shock—our own team at Ericks Webs Design used similar tactics when we faced changes.
With iOS 15 impacting open rates due to users having the option to hide that data, marketers are now looking at metrics like click-through rates, web traffic, and unsubscribe rates to gauge engagement.
For example, understanding clicks and click-through rates provides insight into how your content resonates with viewers. Engaging subject lines will always be crucial, but focusing on clicks gives you a clearer view of how well your audience interacts with your campaigns.
2. Gaining User Data from Other Sources
The second most popular strategy, utilized by 52% of marketers, involves tapping into user data from unaffected platforms. For instance, analyzing email data from non-Apple users can still deliver valuable insights.
3. Branching Out to Other Messaging Channels
Another tactic is diversifying into channels beyond traditional email marketing. About 37% of marketers are now harnessing the power of SMS. Did you know that texting has a staggering 98% open rate? With billions of people staying glued to their phones, it’s a goldmine just waiting to be explored—not to mention the fact that these channels often provide better engagement than email.
4. Boosting Email Deliverability
Lastly, 28% of email marketers are doubling down on improving deliverability. This means keeping an eye on list hygiene, encouraging easy opt-outs, and using eye-catching subject lines. Not only can this improve your actual open rates, but it ensures you stay compliant with emerging privacy regulations.
Factors Driving Success in the Post-Privacy Landscape
When comparing responses from those who saw a positive impact versus a negative one, clear distinctions emerged. Those claiming a positive impact were 9% more likely to prioritize new KPIs and 7% more likely to explore channels outside email.
This highlights a key takeaway: no matter how daunting privacy changes may seem, there’s a path forward.
Embracing the Future Together
At the end of the day, these email privacy changes aren’t the end of email marketing as we know it; rather, they present an opportunity for all of us to rethink our strategies. It’s about adapting to a world that increasingly values consumer privacy while still delivering valuable, engaging content.
In the vibrant context of our South Texas community, especially in places like McAllen, having an expert on your side can make all the difference. That’s where Ericks Webs Design comes in—we’re here to help you navigate these changes, create a professional online presence, and leverage smart web integrations that position your business for success.
Ready to upgrade your online game? Let’s talk and make your email marketing shine again!
Source:
https://blog.hubspot.com/marketing/apple-ios-15-email-marketing-impact-data
