- Apple Pushes Users to Maximize Actual Level of Email Engagement vs. Shallow Focus on Less Value Data
- Strategy, content and operational excellence should be the pillars of your email marketing ROI
- What do you need to know and act to get through the changes of 2021 and beyond?
If the pandemic hasn’t convinced email marketers of the need to evolve, the latest privacy changes affecting Apple email clients should do the trick.
The good news in the middle of the apple changes – which makes every message sent to an Apple email client look like it has been opened, so open rate data is rolled back – is that it results in a healthy refocus on more impactful messaging metrics and more audience-oriented content strategies and operational practices.
While at least one expert with a very informed perspective compares the changes to a earthquake, I am less pessimistic. But I can think of two reasons why the changes should be taken seriously:
- According to Litmus, 95% of email marketers say follow-up of the open rate as metric
- The top three email clients used are Apple iPhone (38% of users), Gmail (27%) and Apple Mail (11.5%)
The makeup of your audience may vary, but for discussion purposes, let’s assume that about half of the users have customers related to Apple and are therefore affected by the new policies.
Apple’s changes will contribute to several positive trends that will define email marketing for the remainder of 2021 and all of 2022. In fact, the state of email marketing – which will be explored in a HIPB2B white paper at appear next month – evolves in a healthy way. amid the ongoing trade disruptions, and it is not diminishing as has been predicted so often over the years.
Our report will recommend an increased (or new) focus on a set of email-centric performance indicators, as well as broader business metrics related to financial performance. I won’t reveal them all here, but for the first category, consider click-through rate (CTR) and follow-up actions (e.g. form fills) as perfect examples of metrics that have always been more relevant than the open rate anyway. They need to be given more attention in the future. For the latter category, consider email ROI, which is more of a business performance calculation than just a measurement of emails.
The public engagement equation
I think marketers should choose to view Apple’s changes in a positive light because they push us to maximize the level of actual engagement with those we email, rather than focusing on less valuable data. This will encourage us (or force us, depending on how you view it) to further refine our audience recruitment, targeting criteria, list segmentation, messaging, quality of our email content and usability. of these emails. The more we optimize these factors for our audience, the more likely we are to see higher CTR, higher conversions, higher revenue per subscriber, etc. What’s not to like about changes that push us in this direction?
A great tactic for maximizing measurable audience engagement: When you recruit a new subscriber who has opted in to receive your content and messages, send them a high quality welcome email. It shows them that opening your emails comes with a reward: quality content, new information, discount, even something funny to brighten up their day.
Engagement is great, but it takes a rock solid foundation
Strong audience engagement that drives strong performance against higher level metrics is a highly desirable outcome. But if you haven’t refined the operational side of email (which we all know can be extremely difficult), you’ll be undermining your efforts in terms of metrics and engagement. See operations as the foundation for a great messaging strategy and measurable success on this channel.
One of the operational priorities that we will address in our next report: optimizing sending time. While many larger sector studies reveal the best days and times for certain types of emails and subscribers, your data is the best indicator of these factors when it comes to your list. You need to focus on sending time and many other practices as you scale your email operations.
Reason for optimism
Our upcoming in-depth review of the state of email marketing strives to establish a solid roadmap for the factors to consider and the actions you can take to manage the changes of 2021 – as we did. have all done, successfully, in 2020. Rest assured we will. manage again through them.
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