Watch for inflated email open rates now that iOS 15 is out
https://martech.org/watch-for-inflated-email-open-rates-now-that-ios-15-is-out/
Email open rate is the percentage of email recipients who
open an email out of the total number of successful email deliveries. It has
been one of the important indicators to monitor/measure email campaign success.
Email open rate allows marketer to receive quick feedback by performing A/B
testing to optimize subject line, the timing of delivery, etc.
With Apple’s iOS 15 becomes available, the email open rate
might not be as useful as it used to be. Apple’s iOS 15 offers a Mail Privacy
Protection feature that protects users’ privacy by blocking email senders from acquiring
user’s IP address and preventing marketers from knowing whether the email has
been opened or not. The open rate could drop or rise, depending on the use’s
Mail setting. This will have a big impact on the email marketing industry, as
around 30%-40% of email subscribers use Apple to handle their emails and the
marketer will lose insights on their email open rate. However, other email metrics can still be
leveraged, including click through rate, unsubscribe rate, and conversion rate.
I believe the impact on email marketing is limited by this new privacy feature
on iOS 15 and would expect email marketing will continually serve as one of the
most important digital marketing channels.
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