The iOS 15 Update and What it Means for Email Marketing

Apple recently unveiled some of the features that could be expected with the iOS 15 update, that’s expected in September 2021. For many working in the digital marketing space, some of the new email privacy features came as unwelcome news.   Many marketers are still adapting to some of the updates that came with iOS 14, and now there is a new set of privacy features that will make marketing to iPhone users even trickier. Of note, the update will make it so advertisers can’t use pixels in emails to track open rates. Along with that, they are releasing features that will make it possible for users to create what are essentially disposable email addresses and hide their location. As you can imagine, this has many who rely on email marketing wondering what it all means and what they can do to protect their campaigns.

What do these changes mean?

If you ask Apple, these new features are intended to protect user privacy. Senders won’t be able to see where a recipient is and they won’t be able to track metrics like whether the email was opened. Along with that, the disposable email addresses will make it so users can keep their personal email address private. This all sounds nice, but it is going to hurt email marketing.  A pixel is a pixel-sized image that loads when a person opens an email. It is a handy hack marketers can use to determine which recipient opened an email. With the iOS 15 update, Apple will essentially trigger the pixels in emails before they land in a recipient’s inbox. That means that every email that goes through this system will look as if it has been opened. Another feature for those who opt-in will mask their location.With this feature, Apple will route the email traffic through their servers to alter the location of the recipient. It will still show them in the correct region, but you won’t have a location that is as precise. An additional feature is the ability to create random email addresses that will direct to the user’s personal email. This is a paid iCloud+ feature that will make it possible for users to create disposable email addresses. They will also be able to destroy the addresses whenever they choose.

Impact on Email Marketing

The masking of location data is probably the least worrying for email marketers. Unless you have campaigns that require hyper-specific location targeting, it won’t have that much of an impact. When you look at the way iOS 15 will affect tracking pixels, it is more of an issue. With this feature, you won’t be able to tell which recipients using iOS 15 devices opened your emails. Open rates are important for tracking the success of most campaigns. Furthermore, it is the metric most marketers use when cleaning their lists.cleaning up mr clean GIF by ADWEEK The ability to create throwaway email addresses will also have a big impacton marketers. First, email is often used as an identifier in marketing systems. With people creating dummy email addresses that direct to their real email, it won’t be as effective as an identifier. As an additional point, people will use these emails for things like free trials and then just unlist them once they have what they want. When you look at it all together, these features will make it harder to manage email marketing campaigns. Along with that, it is going to have an impact on a marketer’s ability to maintain a high-quality list. If you are concerned about this, you should prepare for the update before it starts to roll out. The first recommendation we would make is to clean your list now. Beyond that, you should try to determine the number of people on your list using devices that could get the iOS 15 update. You might also want to consider making separate email lists for those devices.    The iOS 15 update is going to cause some issues. However, a little effort to prepare can help to limit the impact. Much of that effort will involve reviewing email lists and taking different measures for devices that will run on iOS 15. In conclusion, stay calm and with some smart preparation, you can avoid the worst of iOS 15. Marketers are getting smarter, and there’s always a way to adapt to change.
Chloe

Chloe

Chloe

Chloe

Recent Articles

10 Tips to Improve ROI in Google Shopping Ads as Shared by Industry Experts

The year is 2021, and Google Shopping ads is a platform that has been the cornerstone to success for many companies, brands, and individual marketers alike! If you’re one of those campaign managers who dream of acing their Google Ads campaign for an improved ROI or just gain better exposure, we do understand your end of the hustle. However, truth

A Marketer’s Guide to iOS 14: Taktical’s Analysis of Problems and Solutions

When a giant like Apple makes moves, it affects everyone working in the digital space. For better or worse, ecommerce businesses and digital marketing agencies have to be aware of the decisions Apple makes and do what they can to adapt. Back in June of 2020, Apple released a preview of iOS 14. While most people were focused on the

10 Instagram Hacks You Should Know About Going Into 2021

With more than a billion users, Instagram has grown into a social media platform that marketers can’t ignore. Instagram marketing offers some of the best opportunities for building your brand, raising awareness and it is one of the best platforms for engaging with your customers. You probably already know about Influencer marketing and affiliate campaigns. Part of what makes Instagram

Your Step-By-Step Guide To Building a Powerful Growth Marketing Strategy

With nearly 70% of the world connected online, a robust growth marketing strategy is not just beneficial, it’s imperative. A well-rounded, data-driven approach is your ticket to standing out, making an impact, and driving continuous growth in an increasingly competitive landscape. A growth marketing strategy encompasses more than just a plan to increase revenue. It also requires you to understand

How to Use SEO in eCommerce to Drive Traffic and Boost Sales

To be successful in eCommerce, it’s not enough to have just an awesome product line. With the market growing exponentially, ensuring you can promote your online store amidst the digital crowd is crucial. The key cutting through all that noise? Visibility by leveraging SEO in eCommerce. Retailers need to be armed with a proactive and resilient SEO strategy that’s rooted

How to Build An eCommerce Landing Page That Converts

Your eCommerce landing page stands as a linchpin in converting casual browsers into committed buyers.  Unlike the other pages of your online store, eCommerce landing pages must be meticulously crafted to drive a singular action – whether that’s a purchase, a sign-up, or exploration of a new product range. Your eCommerce landing pages should provide a focused narrative to your

Have we gotten your attention yet?