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Apple's Mail Privacy Protection - How it Impacts your Email Marketing
The document discusses Apple's Mail Privacy Protection (MPP) and its implications for email marketing, highlighting that MPP will block email senders from gathering critical data like open rates, affecting strategies related to list segmentation and performance metrics. It suggests that marketers should adapt by focusing on alternative metrics such as click-through rates and reconsidering their KPIs since open rates will no longer be reliable. Additionally, the document emphasizes the importance of personalizing emails and using various communication methods beyond traditional email to maintain engagement with subscribers.
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Apple's Mail Privacy Protection - How it Impacts your Email Marketing
- 1. Apple's Mail PrivacyProtection How it impacts your email marketing
- 2. 20K members 7 years TheVBOUT Community
- 3. • 5.00 -5.15: General intro Agenda • 5.15 - 5.45: Apple's Mail Privacy Protection - How it impacts your email marketing • 5.45 - 5.50: How to measure your email marketing with VBOUT • 5.50 - 6.00: Q&A
- 4. The VBOUT stack 10+core tools working together 01. Landing pages 02. Forms 03. Popups and site messages 04. Lead tracking 05. Automation sequences 06. Email campaigns 07. Social media listening 08. Social publishing 09. Retargeting 10. Analytics 11. Pipeline management 12. Calendar booking Integrates well
- 5. The VBOUT stack Marketing automation stack Simple interface Great price Premium support
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- 7. Full Product VideoTour Lead data platform Owning First Party Cookie
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- 9. Apple's Mail Privacy Protection September Meetup Howit impacts your email marketing
- 10. What’s Mail PrivacyProtection “MPP”? • A policy that stops email senders from gathering critical information about their recipients. • The data that will be blocked is the open rate. • This update will affect all subscribers using the Apple’s Mail App.
- 11. Open rate Is theopen rate dead? Source: Litmus
- 12. When is MPPexpected to be launched? Between September and November 2021
- 13. How it works Whena user opens the Apple’s Mail app, they will receive a message asking them to either “Protect Mail Activity” or “Don’t protect Mail activity.” Source: Ryan Jones
- 14. How it works •Apple will be nulling the invisible pixels used to gather open rates, read timers and forward data from recipients and masking the inbox IP addresses. • Open rates data will no longer be tied to their online activity and email senders won’t be able to use it to determine their recipients’ location.
- 15. Why email sendersuse open rate • To find out if their emails are getting delivered to their recipient’s inbox or spam folder. • To segment contacts. • To determine the most efficient days and times for sending emails. • To build automations and nurture their subscribers.
- 16. Why is Applegoing to apply the Mail Privacy Protection
- 17. Why • Recipients willhave more control over what data marketers collect about them. • Part of Apple to focus on user privacy across all their apps. • They expressed that email tracking pixel can be invasive to user privacy.
- 18. What is thewake up call to email marketers • The ability to focus on more realistic metrics such as click-through rates, conversions, unsubscribes, spam reports, revenue and list growth. • Aside from email, email marketers should rely on other types of communication like SMS, browser push notifications and popups. • Email marketers use these metrics to segment, optimize and build automated funnels.
- 19. How will MPPimpact your email marketing
- 20. How will MPPimpact your email marketing MPP may have an impact over several elements used in your email marketing strategy: • Performance metrics • List segmentation and list hygiene strategies • Send time optimization • Live content in email
- 21. 1. Performance metrics •Marketers won’t be able to distinguish real opens from false opens because of the open caching used by the iOS mail app. • Apple stated that the Mail Privacy Protection automatically preloads all images without the user viewing the email, which would show the open rates to be closer to 100%.
- 22. 2. List segmentationand list hygiene strategies • Open rates have been an essential metric used for list segmentation and list hygiene. Once this feature is blocked by Apple, email marketers need to work harder to avoid using illegal sending practices. • Segmenting lists and maintaining proper list hygiene will still be required to confirm deliverability.
- 23. 2. Now, whatto do to maintain a proper list hygiene? A good school of thought would be to measure all open rate data using other metrics for back testing and building new segments once the mail privacy policy update is in place.
- 24. 3. Send timeoptimization • Since send time optimization relies heavily on open rates to detect the appropriate time for sending an email, it will become unfruitful when it is blocked by iOS. • A simple alternative would be to rely on other metrics like clicks or conversions to gather any historical data for back testing new models.
- 25. 4. Live contentin email • Live or real-time content is classified as “dynamic,” which opens and changes based on where the message is opened. • Since Apple primarily caches the images, any live content would be broken from this update. • Subscribers using the iOS Mail App will no longer be able to tap into live content, leaving marketers to rely on the customer data they have at the specified send time to personalize their images.
- 26. What should marketers doto cope with MPP?
- 27. 1. Determine thepercentage of subscribers using the Apple’s email client • Since the new policy affects subscribers via Apple’s Mail Client, focusing on this segmented audience to engage with your emails allows you to determine the outcome of MPP on your email marketing strategy. • The greater the portion of this segment, the higher the impact.
- 28. 2. Find outhow dependent your email program is with real-time content Dynamic blocks like countdowns in emails, which are used to induce urgency for contacts to take action for webinar registrations, eCommerce purchases and eBook downloads, require marketers to think of an alternative.
- 29. 2. Find outhow dependent your email program is with real-time content • Before MPP takes place, a good strategy is to A/B test two variants of an email, one with a countdown and another without, observe the impact when changing that element and look for something else that would best replace it. • Although MPP won’t impact clients having iPhones and using other email clients like Gmail or Outlook, a significant part of them are likely using the native iOS Mail App.
- 30. 3. Reconsider yourKPIs • Since open rates are a vanity metric that marketers cannot possibly rely on solely to measure their email marketing success, it shouldn’t be a surprise when MPP takes place. • Other KPIs are more critical such as (CTR) click-through rate.
- 31. 3. Reconsider yourKPIs • (CTOR) click-to-open rate is a metric that has risen in importance in recent years and is calculated by dividing the total unique clicks by the unique opens. • Although senders generally prefer to use CTOR metric more than CTR (Unique click rates/ Non-bounces send quantity), the MPP will also make CTOR less or even entirely useless. • The result? Marketers need to move back to the CTR metric.
- 32. Do you stillhave to worry about open rate?
- 33. Do you stillhave to worry about open rate? As long as you always bring value, open rate should not be a concern. You can bring value by: • Always personalizing your emails. • Ask your contacts about their experience via polls and surveys. • Redirect your contacts to a landing page where you can measure stats more efficiently.
- 34. The outcome Once youhave established trust with your audience based on the forms or questions they have submitted, you have the legal right to respond with how your offering can help rescue them from the current state they are in and give them peace of mind knowing they are in good hands with your business.
- 35. How to measureyour email marketing and other types of communication using VBOUT
- 36. Email marketing metrics •Measure your email marketing metrics (CTR, bounces, unsubscribes, conversions, etc…) • Use different types of automated messages like emails, SMS and browser push notifications. • Use popups and measure engagement and conversions.
- 37. Email marketing andautomation analytics
- 38. Email marketing andautomation analytics
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