Apple Mail to read emails. According to a Litmus study,
Posted: Tue Dec 03, 2024 10:42 am
Because of this uncertainty, you may need to regularly test your deliverability health and consider focusing on different metrics.
#2 Engagement Metrics
Since we can no longer rely on open rates as an accurate metric of uk business email list campaign success, it may be time to revisit how we measure engagement. Upper funnel metrics may take a back seat to bottom-of-the-funnel metrics like:
Click rates
Site visits
Conversions
Purchases
But even these upper funnel metrics that are subject to third-party data may not be as effective. Now, marketers need to focus on gauging success that results in customer actions—the ultimate end goal of any advertising strategy, anyway.
How to Prepare for iOS 15
With major changes on the horizon, now’s the time to adjust your strategy accordingly. With that in mind, there are a few ways you can start readying yourself for what’s to come:
Understand your audience – This iOS update may have minor or major impacts on your marketing strategy—it depends entirely on how many of your customers use Apple Mail to read emails. According to a Litmus study, Apple iPhone mail accounted for nearly half of all mobile opens (49.6%), dwarfing the runner-up, Gmail (18.6%). But that may not be the case for your user base. Now is a good time to dig into audience segmentation data based on the Apple device and app usage.
Continue testing content – For now, we still have access to open data. So take advantage of it while it lasts. Test subject line styles and send times more frequently in the lead-up to the update’s rollout.
Focus on optimizing CTAs – Seeing as clicks and click-through rates will become increasingly valuable metrics, the emphasis of your efforts should shift toward incentivizing users to act and convert.
Utilize UTM parameters – Adding UTM parameters to your email can help with accurate click tracking. Apple’s proxy server auto-opening will lead to inflated ESP-attributed revenue, which can cloud the reality of your marketing campaigns if you don’t collect the information in other ways.
#2 Engagement Metrics
Since we can no longer rely on open rates as an accurate metric of uk business email list campaign success, it may be time to revisit how we measure engagement. Upper funnel metrics may take a back seat to bottom-of-the-funnel metrics like:
Click rates
Site visits
Conversions
Purchases
But even these upper funnel metrics that are subject to third-party data may not be as effective. Now, marketers need to focus on gauging success that results in customer actions—the ultimate end goal of any advertising strategy, anyway.
How to Prepare for iOS 15
With major changes on the horizon, now’s the time to adjust your strategy accordingly. With that in mind, there are a few ways you can start readying yourself for what’s to come:
Understand your audience – This iOS update may have minor or major impacts on your marketing strategy—it depends entirely on how many of your customers use Apple Mail to read emails. According to a Litmus study, Apple iPhone mail accounted for nearly half of all mobile opens (49.6%), dwarfing the runner-up, Gmail (18.6%). But that may not be the case for your user base. Now is a good time to dig into audience segmentation data based on the Apple device and app usage.
Continue testing content – For now, we still have access to open data. So take advantage of it while it lasts. Test subject line styles and send times more frequently in the lead-up to the update’s rollout.
Focus on optimizing CTAs – Seeing as clicks and click-through rates will become increasingly valuable metrics, the emphasis of your efforts should shift toward incentivizing users to act and convert.
Utilize UTM parameters – Adding UTM parameters to your email can help with accurate click tracking. Apple’s proxy server auto-opening will lead to inflated ESP-attributed revenue, which can cloud the reality of your marketing campaigns if you don’t collect the information in other ways.