We’ve identified 4 key points for you to know about how Apple's changes may impact your email marketing strategies. The following information is based on our current understanding of the privacy features Apple will release next month.
1. Look beyond open metrics
Opens are vanity metrics-- they may make you look good to others but they do not help you understand performance in a way that will inform future strategies. We encourage you to shift your focus further down the engagement funnel. Think about what additional subscriber behavior can be attributed to campaign performance, take time to consider what your goals are, and define new ways to measure success.
2. Metrics for device and email client will not be reliable
Device tracking and email client reporting will no longer be reliable for subscribers who use Apple Mail. If you’re using this information to segment, the intel will be outdated very quickly after Apple’s release next month. If this information is critical to your email marketing plan you should explicitly ask subscribers for it through subscribe forms, preference centers, and surveys. Do not rely on metadata.
3. When location matters, ask for it
Segmenting by location is a very popular method of targeting audiences for campaigns. Some of the privacy features Apple plans to release will impact the accuracy of location detection. If segmentation by location, language, or time zone drives your email strategy, collect this information directly from your subscribers, do not rely on metadata.
4. Hide my email could make conversion tracking tricky
A deep impact for Delivra is not anticipated with the introduction of this privacy tool but it is important to mention. Apple will allow users to use ad-hoc, forwarding email addresses instead of providing their actual email address in sign-up forms and check-out pages, if the user desires. Generally speaking, this could make linking activity back to the actual email address difficult. However, Delivra purchase and web page tracking integrations are not based on email address, so again, we don’t anticipate this affecting our platform in any large way. But, you may consider tracking other personal identifiers to help link activities back to real email addresses.
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