Will iOS 15 Be The Death Of Email Marketing? 🤔
As SaaS founders, email marketing is something that we just cannot skip right? It's the core of our marketing and relationship building efforts! That's why I thought of writing on this topic today. Even though Apple is fighting for privacy (which is much needed), marketing is getting tougher than ever.
In case you haven't been caught up lately, Apple is fighting hard for data privacy through new software updates. With the upcoming iOS 15, iPhone users will be able to hide things like their IP addresses, email addresses and even opt out of "open-email" trackers.
But why are iOS updates particularly so important? Because huge chunk of traffic comes from mobile devices.
Definately this is gonna impact our numbers like open email rates and stuff. It's proof from the experience of how iOS 14 affected paid advertising tracking. It's been a havoc for the past few days. ❌
In spite all this, I don't think email marketing is dying out. It's just a big pivot on how we market to our customers. It's just that pure open rates won't be enough. As founders, we'll have to look at deeper insights like the behavior of users on our product platforms, their purchase values and many more. 👀
So, email marketing will still work but on the caveat that our CTA's and email body content will have to be much better than before in order for it to work. We'll also have to complement it with newer tactics like chatbots and SMS marketing. Nevertheless, I guess that's pushing us towards innovation and better marketing tactics, that are much needed in this noisy digital world. 🔉
What are your thoughts on this update guys? How have you started prepping up to tackle it? Share your ideas which might just help other founders reading this post! ✨
And hey, if you are an email marketing pro, do share some practical things we can do right now to be prepared! ⚡
Love,
Siddhita ❤️
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I've been reading about this topic for quite sometime now, so if you want me to make a researched blog article on it, do drop it in the comments and I'll try my best to do it!
I'm not worried, since open rates are one of the least useful metrics to begin with. At best, it's a proxy metric for unexpected changes or problems like your emails suddenly being filtered to spam or something like that.
In fact, I'm hopeful that this will increase the pressure on email marketing platforms to put more emphasis on meaningful and healthy metrics beyond open rates, and build in native features that help us understand our readers at a deeper level.
Overall I think it's a good thing! It won't hurt marketers who use their email lists to earn reader trust, and it'll nudge marketers to adapt.
It's all long overdue. Websites are spamming with trackers, hitting emails hard and so on. As a consumer, it makes sense to be able to block emails and stop trackers. As a developer, it simply means you need to behave in a way in which users won't want to block you for your spammy practices.
Make your emails relevant, informative and useful. I get emails for childrens gifts, even though I don't have any. I saw an ad for an industrial deep fat fryer the other day. I don't even like chips, let alone run a restaurant. It's no surprise people want to block this - for lack of better words - spam.
Useful emails and marketing gets engagement. Spammy practices now get you blocked.
I welcome this as a marketer (who's done and does a lot of email marketing) and a consumer.
Folk will need to work harder on their brands to earn the right to capture someone's attention.
Hopefully, we'll see less noise in our inboxes.
Apple is doing things in the right direction that were long pending in the industry. Doubt if genuine marketers will be impacted. If I as a user want to receive marketing emails, they won't stop it but if the website turns spammy, I will have the option to block.
Open-Tracking still exists in Gmail and mail-clients, IP address hiding won't make much impact in targetting. The thing that will make a difference is the ability to give alias email ids during registrations/opt-ins. This is already there in native apps for iOS, once they introduce it for the web, it will be a game-changer for users.
This comment was deleted a year ago.
Will iOS Mail block open stats if third-party email is being used in Mail (e.g. Gmail or Microsoft 365)?