How to prepare: Loosen current click, conversion, and on-site engagement segment definitions to better replicate invisible open interactions. Some other functionality, like whether an Abandon Browse via email can still be captured, have yet to be confirmed. What we still don’t know: It’s unclear how some of the ripple effects of masked open rates will impact some best practices (one example: which other tools will you use to evaluate deliverability?), and we don’t know yet how ESPs or inbox providers will respond to the changes. Think about how you interact with emails from brands you’re subscribed to: you might scroll through multiple promotional emails before pulling the trigger and clicking through to a product or web page. Because they’re lower in the funnel, clicks align more directly with conversions in general, but they’re not as good at gauging upper-funnel engagement or interest. Click rate is measuring an action further along the customer journey than an open, which has both pros and cons. What is likely to happen: As far as performance KPIs are concerned, we’re predicting that click rate will become the new open rate. These new “false” open signals will likely result in undersending, not slamming someone’s inbox repeatedly. One silver lining here is that resending to people who have not opened might be much safer than we thought. What we know now: What we’ve seen so far in the beta indicates that opens will likely be significantly over-reported. There’s been plenty of conjecture about how iOS 15’s masking of email opens would affect reporting on email open rates and other metrics. iOS 15 Beta Observation #1: Over-Reporting Email Opens So far, we know we were right about how certain things like email opens and IP obfuscations would work the outlier here is Hide My Email, which is not quite what we expected.Īnd now, without further ado, here’s everything we know (and don’t) from the iOS 15 beta and how it is likely to affect your email program-and what you should do to get ready. Many of the features we’ve heard about so far are likely to have an impact on your email marketing strategy, but please keep in mind that nothing is set in stone until it’s out in public (and, to be totally frank, until we’ve seen iOS 15.1, 15.2, etc.).
We wanted to share everything we’ve learned so far in the public beta, especially when it comes to email.
The full release of iOS 15 still looms ahead (though as per usual we do not have a specific date at this point, but we expect it to drop in this month, maybe even this week).