60 Seconds on iOS 15 and Email Marketing
INCOMING: the death of the open rate?
Quite possibly. It’s one of those “watch this space” situations.
So what actually happened?
Well, Apple recently announced that they’re going to give their users the option to turn off email read receipts.
Collectively, marketers around the world did the equivalent of rushing to the local store to buy toilet paper (à la March 2020). In other words, they freaked the hell out!
Can’t blame them, mind…
Measuring open rates has long been one of the key performance indicators for email pros, because a solid open rate proves two things:
The emails are actually landing in recipients’ inboxes
The subject lines are grabbing enough attention to persuade people to open the message
Moving forward, email marketers will have to rely on other forms of data, such as click-through rate (CTR).
Or, the biggie — revenue generated.
It’s not going to be as bad as it may have seemed at first glance. After all, CTR and revenue are more valuable to track.
If anything, I think it’s going to encourage businesses to concentrate their email efforts on the data that really matters.
Here is where I’ve been diving into Apple’s iOS 15 shenanigans today if you’d like to learn more.
Cheers!
Declan Davey
Health Copywriter & Email Marketer
