Apple's iOS 15 Mail Privacy Protection blocks email tracking pixels and hides user location data, affecting roughly 47% of email clients. Patrick Biddiscombe recommends switching to SMS marketing, which has a 98% open rate, or using website traffic tracking with tools like HubSpot to measure email performance instead.
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How do I say goodbye to email marketing? You were so young. With the upcoming fall release of iOS 15, Apple's latest update for the iPhone, a literal mic drop may be coming to the world of digital marketing in the form of some new privacy updates. These privacy features are great for the consumer, but not so much for email marketing campaigns. Roll the footage.
And if you're like me, you get a lot of marketing emails like this. What you may not realize is that many of these emails use invisible pixels to collect information about your mail activity. We think you should be able to choose whether to allow this or not. So now in the mail app, we're introducing mail privacy protection.
It hides your IP address location and prevents senders from seeing when and if you've opened their email. It's the holy grail of user privacy. But for marketers, it'll hide your open rates and take away your ability to accurately target emails. To be blunt here, if you're watching this video right now and you're using segmentations that rely on open rate data or location based data, it just may not work anymore. Think of it as a mailman with a bag full of mail to deliver, but all the building numbers have been blacked out. We're talking send time optimization, subject line testing, and real time personalization all go bye bye with the swipe of an opt in button. With control of 47% of total email clients in 2021, it's prov pretty safe to assume that Apple's male privacy protection opt in feature could lead to an impact of nearly 50% of email marketing's audience. This is like the Thanos snap of digital marketing. This is following the trend that started with Apple's iOS 14.5 update that notoriously gave users the option to either opt in or opt out of sharing their information with advertisers for targeted ads. When Given that option, 96% of them opted out. Privacy is no longer a passing trend. This is the now and the future. But it's almost as if my name were Tory McFly. Because when it comes to the future in email marketing, where we're going, we don't need email marketing. Sometimes in order to go forward, you gotta go back. No, no, no, no, no. Not that far back. Thank you. There we go. That's right, text messaging. Come on. Hold on, hold on. The idea is super simple. Take a tool that 3.8 billion people currently carry around in their pockets, send a message to some of the 48 million people who in 2020 chose to receive text message marketing and then just sit back and take pleasure in knowing that SMS has a 98% open rate when compared to email marketing. The message you send out could be an automated text that's triggered by a customer action, or it could be part of a mass text that you send to a group of customers who've opted in to receive regular text from your business. Go ahead, click the link after the video and find out how easy it is. You can thank me later. Another thing you can do is really double down on checking your website traffic. Tell them, Pamela.
With software like HubSpot or the use of tracking codes, you can determine how much traffic came to your website from one single email or which pieces of content sent the most visitors to your website. Ultimately, if you're trying to build your audience, get people to make purchases, or aiming to increase offer downloads, you'll need to send people to your website. Good email traffic hints that you're successfully getting visitors where they need to go on your website.
As always, that is the info. Do with it what you will. Until next time, adios.
