Think of other parameters - preferably a combination - to indicate user engagement. Segmentations that capture engagement of users that heavily rely on open rates might not be reliable. Here’s a comprehensive guide + checklist from Bloomreach on keeping your email health 100%. There might never be another point in time with as much data about the subscribers, especially if other big players follow with strict open tracking "bans". August will be the time to do a proper list hygiene, cleanup, and deliverability check prior to year end peak season. However, A/B test solutions like that of Bloomreach that let you determine winning variants based on click rates, conversion, or any custom event that matters most to your business will be unaffected.īeing on top of deliverability and inbox placement is going to be crucial. Subject line A/B tests where the winning variant relies on open rates will not be easy to do for Apple Mail users. Opens based email flows and win-back campaigns could be impacted and might need to be optimized for another engagement metric for Apple Mail users. Also note that if the optimization metric is open, but there are no opens from a customer, Bloomreach utilizes session start and click data. If you’ve used segmentations to find who your Apple Mail subscribers are, you could even do this only for those users. However, within Bloomreach, this is an easy fix and you can switch to optimize for click-through rates. Optimal Send Time Prediction could be impacted if your optimization metric is open rate. We still have some time to act on things.
Mail app for mac is using alot of data update#
Here are some areas that we think might be impacted with Apple’s Mail Privacy Protection update in September. Will Email Flows and Analytics Be Affected? Does this mean all your email triggers, and analytics and metrics are now impacted? And what about personalization strategies? Let’s say a sizable chunk of your user base does use Apple Mail. So it’s really important that you build a segmentation to see how much of your subscriber base actually uses Apple Mail.
We found that around 42% of users of our clients in the UK have ever used Apple Mail (doesn’t mean they are using it daily). However, Sparkpost found in its 2021 benchmark report that 38.1% of all opens and clicks come from one of the Apple Mail app clients - not a small number. According to a survey conducted by Mailgun for its 2021 email engagement report, only 13.3% said they used the Apple Mail app to open and read their personal emails. How Will This Impact Email Marketing? Know The Extent of the Impact for Youīefore getting into how this impacts the industry as a whole, let’s see how much this actually impacts your audience.
It is important to point out that this affects all subscribers using Apple Mail - even those with Gmail addresses, as long as the subscriber added the address to their Apple Mail. Whether it’s mailbox providers evaluating the level of subscriber engagement, or well-established industry recommendations to only target your most engaged audiences, or marketers using this data for evaluating the success of their campaign or building a data set of known open times in order to optimize future send times to individuals or even the tactic of sending follow-up emails to non-openers, the impact could be wide-reaching. It is unclear what is going to be the exact impact of this, as the email industry as a whole is still heavily reliant on this data. The third, read receipts, might impact a few more areas. However, one thing to note here is that while Apple’s update is getting a lot of attention right now, Google implemented a similar solution in 2013, and Yahoo in 2018. So, any analytics you did based on location data from an email will also become very vague. weather in the local area or displaying stores in the area.
In other words, if the content of the email is dependent on location-specific data, e.g. The first two will mostly impact on-open personalization. There are three key areas Apple is addressing with this update for email: However, it could potentially impact a significant number of your subscribers. The level of uptake of this feature from users remains unknown. The feature will be opt-in for users, with a pop-up on the first launch after update to the new version. These might impact some key areas in how you target, personalize, and evaluate emails. Apple has announced a few privacy-focused features coming to Apple Mail, with iOS 15, iPadOS 15, macOS Monterey, and watchOS 8 updates coming in September.