What’s Next For Email Marketing?

What’s Next For Email Marketing?

With Apple’s iOS 14.5 update and its many changes to tracking technology having now arrived, attention is already turning to what’s next for marketers.

iOS 15 has already been announced and is set to be arriving in iPhone Settings apps later this year.

The new software update builds on the progress of iOS 14.5, with privacy continuing to serve as a defining feature for Apple devices.

Central to iOS 15 is Mail Privacy Protection, which will reportedly allow users to block third parties from tracking data such as email opens.

This, of course, poses a huge threat to email marketing campaigns that have relied so heavily on insights such as open rates and clickthroughs.

With these significant changes on the horizon, marketers are already looking at what email marketing might look like in the not-so-distant future.

“Historically, we’ve used open rates to indicate list engagement. Marketers will no longer have visibility over this for iOS users,” said Reload Media email marketing lead Jessica McMahon.

“However, Apple will still know who is opening emails and use this as a deliverability metric.”

While open rates have proven to be an effective metric when it comes to measuring user engagement, McMahon believes marketers can still keep an eye on who’s interested using different methods.

This could come in the form of ‘engaged’ segments, said McMahon, which are based on clicks and the recency of sign-ups, as opposed to open rates.

As well as keeping an eye on users that are engaged, it will also be important to identify users that are losing interest.

“Creating a sunset flow that triggers based on lapsed engagement (clicks) to phase out unengaged subscribers will be imperative to keeping a list clean over time,” McMahon said.

 




Please login with linkedin to comment

Email Marketing Reload Media

Latest News

Revium Snags Peter Bauld From Deloitte Digital
  • Advertising

Revium Snags Peter Bauld From Deloitte Digital

Revium, a leading full-service digital and AI consultancy, has announced the appointment of Peter Bauld (lead image) as Executive General Manager. Revium is a full-service digital and AI consultancy with over 20 years of experience creating engaging digital experiences for leading organisations and their customers. Bauld joins Revium after an illustrious career spanning over two […]

Veridooh Snatches Prashand Menon From ScentreGroup
  • Advertising

Veridooh Snatches Prashand Menon From ScentreGroup

Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]

Kat & Co Transforms Into THE WORLD OF Experiential Agency
  • Advertising

Kat & Co Transforms Into THE WORLD OF Experiential Agency

After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]

SMG Studio Launches Risk: Global Domination X Dune Part Two
  • Campaigns

SMG Studio Launches Risk: Global Domination X Dune Part Two

Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
  • Marketing

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market

Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]