9 Email Marketing Strategies to Stop Doing This ASAP (+13 to Do This Instead)

9 Email Marketing Strategies to Stop Doing This ASAP (+13 to Do This Instead)

Each marketing channel lives a different life. SEO is very stable but it should remain focused due to algorithm updates. Poor PPC can’t get a break from all the Google Ads updates and privacy measures. And email marketing is, well, at 43 years old and with an ROI of $36 for every dollar spent, he’s been living his best life.

9 Email Marketing Strategies to Stop Doing This ASAP (+13 to Do This Instead)

But smooth sailing has been tricky since Privacy Patrol (also known as Apple iOS 15 and macOS Monterey) entered town in September. With these recent updates focused on privacy, There are a number of popular email marketing tactics that have become ineffective and can harm your performance.

The thing is that it is not clear what these tactics are, because you can still do them – only that you will have inaccurate data to implement and measure the success of the strategy, which can send the wrong messages to your audience and ROI lockers. So read on to understand:

  • Exactly what an iOS update entails
  • How big is the effect?
  • What strategies should you stop doing
  • 13 strategies to implement instead

What is the iOS 15 update?

Apple’s iOS 15 update, released on September 20, 2021, brings two additional privacy features to users — this time with email. There are two traits that marketers are interested in:

  • Hide my email
  • Mail Privacy Protection (MPP)

We’ll get into those two features soon, but first, let’s take a comprehensive look at some percentages in terms of who and what the update affects.

How widespread is the impact of iOS 15 on email?

The level of interest in iOS 15 was low initially, given that only approximately 33% of all emails in the US are opened on the iPhone. But on October 25, macOS Monterey was released, which offers the same features mentioned above for Apple computers and laptops. So if we look at the data from the first quarter of 2021 by Litmus, there is cause for concern.

Apple Mail dominates, accounting for 58% of email on desktop and 90% on mobile:

Mail privacy protection in Apple ios 15 - Best desktop vs. best mobile platforms

However, the percentage of webmail open is almost double that of desktop and only seven percentage points behind mobile.

Apple ios 15 mail privacy protection - unlock email by environment

And the most popular webmail client? gmail. Apple webmail (iCloud Mail) is not on the map.

Apple mail privacy protection ios 15 - best open webmail platform is gmail

Even so, with 62.4% of all email opened on Apple-dominated mobile and desktop devices versus 36% being opened in Gmail-dominated webmail, There is cause for concern but not panic. Read on to find out why.

Hide my email

Hide My Email allows users to share a fake email address on forms and registrations, which will direct messages to their inbox without showing the actual name of the address to the email sender. This option appears when you choose Sign in with Apple or if you’re an iCloud + user on Safari.

iOS 15 - Hide My Email Option

image source

The effect of hiding my email on (and not only) email marketing

First of all, users can create as many fake/fake email addresses as they want. If the user changes or deletes the proxy address, they can inadvertently disconnect themselves from any service they have subscribed to using that proxy, leaving the sender in a severe bounce and no opt-out information.

Also, email addresses are often used as unique identifiers in automation platforms and CRMs that help companies customize marketing and customer service accordingly. So if you send a promotional email about your app to a list of potential clients and someone on that list signs up for the app with a proxy address, the email automation software won’t know to remove that person from the sponsorship flow. The person will keep getting marketing emails for something they already subscribe to, causing you to appear like you don’t know your customers and more likely to unsubscribe from them.

Or let’s say they call customer service. If they provide their real email address to help the representative locate their account, it will not be found anywhere.

what should I do

There are big ramifications here for more than just email marketing, but fortunately, according to Admonsters, Only paid iCloud + account holders who use Safari can use Hide My Email In a web form, fortunately, less than 20% of people around the world use Safari.

Another reason not to panic is that these settings are enabled, and if a user goes so far as to click your register button, they probably trust you enough to use their real email address.

However, You will need to use an alternate unique identifier in the marketing ecosystem to prove your strategy in the future.

Mail Privacy Protection (MPP)

To understand MPP, you must first understand that the reason email automation platforms are able to give you open relevant data is that they include a pixel in every email you send. The pixel is downloaded when the email is downloaded (opened) and then connected back to the platform if and when the person opened the email, how often and their IP address.

Mail Privacy Protection is designed to prevent pixels from being downloaded to your device, so that email senders can’t see your activity or determine your location.

Apple ios 15 update mail privacy protection subscription screen

Just as with the transparency of app tracking in iOS 14, Apple is once again separating itself between the user and third-party tools that marketers need to accurately measure and customize their strategy. (If you’re still struggling with Facebook ads, try Facebook Advertising Strategies after iOS update.)

The impact of mail privacy protection on email marketing

The MPP adoption rate was 20% as of October 1 (10 days after iOS 15 was released). A month later, Constant Contact shared in this Litmus post that average email open rates in the month before and after iOS 15 were flat at 17.6%. However, by November 17, the approval of the MPP had increased to 30%. Another source shares that so far, 60% of Apple users have installed iOS 15, and 97% of those users have adopted MPP. So there is a possibility that iOS 15’s impact on email marketing performance will grow over time.

So what exactly is this effect? Let’s explore…

Inflated open rates

You might think that you’ll notice lower unlock rates because of the blocking of pixel downloads, but that’s not the case. Emails will still contain pixels, and the email will now go to a proxy server first (instead of directly to your device) where the content is downloaded—which also means pixels. This content then goes to Apple’s privacy cache, so if you decide to open the email, you’ll see the cached content and not download the original email in pixels.

What this means is that the email – and therefore the pixel – is being downloaded by the proxy server Regardless of whether the recipient opens it (hence the red line above), causing open rates to inflate.

Increased Proxy Email Opening Since iOS 15

image source

Email Marketing Strategies Held Back by MPP

With inaccurate and incomplete data about unlocks, IP addresses, and devices, many email marketing strategies become unreliable or ineffective. This includes but is not limited to:

  1. Make a list of cleanliness, such as removing or re-handling contacts based on the date they were last opened.
  2. Send the same email a few days later to those in the group who didn’t open the first email.
  3. Email segmentation strategies, as segments may shrink or become inaccurate.
  4. Subject line testing based on open rates.
  5. Send the optimal time (unless your email provider tweaks the algorithm to exclude slots).
  6. Real-time customization such as countdown timers and live content (email will display cached content at the time the proxy opens the email, not at the time the user opens it).
  7. Dynamic items such as including a link to Google Play or the App Store depending on which device opened the email.
  8. Run emails and care streams that are activated by opening.
  9. Location-based personalization, such as local weather or nearby stores.

what should I do

Since the impact of mail privacy protection is likely to increase over time, consider using some of these strategies:

Separate open rates

  • See other metrics: Just as CTR doesn’t paint the whole picture in ad campaigns, open rate isn’t everything for emails. Focus instead on clicks on links in your email, purchases, conversions, bounces, and unsubscribes.

Apple Mail Privacy Protection ios 15 - Email Measurement Report Example

image source

  • Recreate open campaign flows: Create new rules for open trigger streams and segmentation strategies to focus instead on clicks or purchases. On that note, pause current campaigns, clone them, and then make adjustments to the clones so you can keep the historical data.
  • Body Composition Test: Instead of testing subject lines, test the elements in the body of your content. (Head here for ideas on the content of the newsletter.)

Maintain the shape of your lists

  • Get high quality subscriptions: As open rates become less reliable, the strategy of collecting as many email addresses as possible and then optimizing your list and content based on performance will become less effective. Use the right information and email calls to action to attract the most qualified email signups in the first place.
  • Run re-authorization campaigns regularly: On that note, keep your list polished to only the most engaged and interested readers so you can ensure that your content performs best.
  • Segmentation by device: Use historical data to segment Apple users so you can adjust your strategy or email content accordingly.

Use a mix of marketing strategies

  • Don’t just rely on email: It’s better if email isn’t your only marketing channel! Invest in a mix of marketing strategies so you can drive multiple goals through multiple channels. This way you can stand strong against big changes like this.
  • Use of data from other channels: Take omnichannel marketing a step further in channel marketing – you integrate channels to build a broad and consistent online presence, and also use performance in one channel to inform your strategies in another. Apply insights from social media, website, and ad analytics to improve your email personas and make data-driven assumptions about the best content to send and when.

Zero-party data collection

  • Good first party data: This is where you use email engagement (rather than just email open), website, and purchasing activity to gather insights about your audience.
  • Zero data is better: Litmus suggests creating preference centers so that subscribers can tell you directly what information you normally infer with pixel data – like location, interests, and how often you email it.

Do you have a content strategy?

  • Building confidence: Provide helpful content, solid customer experience, clear copy, and social proof so people will willingly give you their real email address.
  • Add value: You can optimize campaigns based on metrics and behaviors, but at the end of the day, it all comes down to whether or not the reader gets value from your content. This is your priority! Make sure you have a content strategy and possibly a mission statement for content marketing.
  • Write a great copy: Similar to this last suggestion – you don’t need to rely so heavily on testing if you have great email script writing or creative newsletters to start with.

Protecting Your Privacy Email Marketing Strategy

Email Marketing is about 43 years old—it’s OG! So no, it’s not going away anytime soon, but just as advertisers have had to adapt to iOS 14 privacy updates, so too, email marketers will have to adapt to the influx of iOS 15. Mail privacy protection is a much bigger concern than Hide My Email, but with the strategies above, you can ensure continued success into 2022 and beyond.


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