The Email marketing professionals can be able to view Apple’s privacy updates as a hurdle or as an obstacle to doing their jobs. But this recent changes might make the email marketing better and much more effective. Better privacy for the consumers could require the marketers to do a better job of understanding and also segmenting subscribers.
We can consider the email open rate, which is, perhaps, one of the most notable casualty of the Apple’s proposed privacy improvements.
1. List health: What does an open actually measure?
“While the opens you get can become an indicator of the awareness that you have already generated around a particular message,” wrote Chad S. White, the head of research at the Oracle Marketing Consulting, “they do not necessarily correlate to the bottom of the funnel business metrics like the conversions and the revenue. They do not do a great job at all telling you if your subscribers are getting value out of your emails or not. The clicks and the conversions do a much better job of measuring that.”
While some people suggest that the open rates may help with the subject line optimization, White disagreed.
“The final achievement or the goal of the subject lines is not just for you to generate the opens. It is simply to generate the openers who can be likely converted,” he wrote, adding that the A/B testing subject lines to the optimize for clicks was a even better strategy to make use of.
The Opens, according to White, are just primarily a measurement of list health and the subscriber activity.
The question here is, do you need it? Instead of you relying on the open rates, what if you just rely on the clicks as a measurement of engagement? It might work better than the open rates.
2. Accuracy: What is more, the open rates may accurate or may not be accurate.
The Apple’s Mail app will prevent the tracking simply by you not loading the spy pixel. Effectively, anybody can already do this in just about any of the email client by not automatically loading images. You can just checkout on these five articles that describes just how to do it.
1. The Fast Company, “How to stop emails from spying on you,”
2. The Verge, “How to prevent being tracked while reading your Gmail,”
3. Mashable, “Yes, your emails are being tracked. Here’s how to stop it,”
4. Macworld, “How to block tracking pixels in Apple Mail,”
5. HuffPost, “Email Trackers Are Watching Your Inbox. Here’s How To Block Them.”
Many factors may come into play here, but, in at least some of these cases, it may be some how difficult for you to identify the percentage of the subscribers in a list or in a segment whose email client is not loading images. So, again, it might be better for you to measure the clicks instead.