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Cheat Sheet: Why email marketers are calling Apple’s iOS 15 update ‘a proverbial nail in the coffin’

Digiday 15 Sep 2021 04:01
Woman sitting a desk looking at computer screen with magnifying glasses surrounding her head.
September 15, 2021 by Kimeko McCoy

At the Apple Event yesterday, the tech giant revealed its latest slew of offerings, including the iPhone 13 and new Apple Watch, slated to hit the market in coming days. Mention of iOS 15 was only a footnote, but updates like Hide My Email and other privacy related features have advertisers in a tizzy as Apple continues its crackdown on data privacy. 

“When it comes to email marketing, this move puts a proverbial nail in the coffin for email open rates,” said Greg Zakowicz, director of content at Omnisend, an email marketing and SMS platform.

Currently, marketers use email open rates as a metric of success in email marketing campaigns. Marketers say iOS 15’s new features curb those open rates, hindering some from even appearing in personal inboxes, meaning in-email link clicks will become increasingly important.

iOS 15 is Apple’s latest push to make a world without individual tracking a reality. It builds on top of already restrictive measures including those aimed at fingerprinting and iOS 14 updates that made mobile targeting capabilities more difficult. This most recent iteration complicates the process marketers use to track people through emails. 

What does iOS 15 mean for email marketing?

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AppleGreg ZakowiczOmnisendWayne CoburnIterable
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