Many tech companies like Apple and Google are notorious for making updates to their systems that leave consumers struggling to adapt their advertising and sales methods. On June 7, Apple announced the arrival of the iPhone, iOS 15. As always, Apple has made the update to retailers, promising new features to improve FaceTime, made available re -tagged with Weather, and updates to the user to make it easier to manage notifications. .
However, the update also has a few changes that consumers need to be aware of, especially in relation to the individual. We spoke to marketers to learn more about these latest data and their impact on marketers.
Apple’s latest expansion
IOS15 has controls to improve your security, including Mail Prevention, a feature that prevents email senders from knowing whether an email has been opened or not. It also hides the IP address of the person receiving their site anonymously, removes pixel tracking directly from emails and severely affects open rates.
Erinne Mejia, Senior Director of Product Management at Atlanta, GA-based Acoustic, explains that “when users download the update and choose to“ Prevent Mail activity, ”Apple will automatically load the CSS, which which appears to have opened the email.
Ultimately, this change means opening prices are likely to be very significant. “Any user who opts in to confidential emails will be more likely to open every third-party email he or she receives,” added Emad Hasan, Founder and CEO in Santa Monica, CA-based Retina AI.
However, other changes will affect how marketers measure the effectiveness of competition and limit access to signals. “For example, Safari’s Intelligent Tracking Prevention will hide the user’s IP Address, reducing the ability of ads based on unique fingerprint users,” explains Josh Wetzel, San Revenue’s chief revenue officer. Matthew, CA-OneSignal.
Users can also hide their email addresses using the Hide My Email section. In this case, Apple users can generate email addresses when registering on an application or website. The information they choose to receive is forwarded to their own accounts, but the website cannot access their actual email addresses.
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The Impact on Market Customers
Obviously as email increases, email sales as we know it are likely to change a lot. Once it is seen as a key metric that indicates the success of your email marketing campaign, open source will become extremely ineffective. As a result, marketers need to make adjustments.
“In the short term, iOS 15 expansion changes will accelerate the shift from display to lifelong marketing. Marketers will be more reliant on the first touchpoint and a new customer,” he said. Wetzel believes. This change is really just the beginning of a greater focus on consumer privacy options for consumers. Wetzel explains that any approach to relying on third-party data for the analysis and optimization of email messages will continue to be compromised, making it even more challenging to find new users.
In line with measuring a customer’s lifetime usefulness, metrics such as click-through rates and conversions will be more important while the reliability of open rates decreases. These email marketing methods have long been used to see the effectiveness of their efforts, but they will become more focused as iOS15 continues.
So how do marketers adapt?
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Focus on Customer Retention
With these widespread changes only the beginning, markets will have to find ways to adapt their approaches to deal with these upcoming changes. “In order to thrive, marketers need to make a lot of changes focused on retention. They need to adapt to lifelong endeavors,” Wetzel advises.
Companies will need to make more valuable access to their audience so that they have private information and focus on retaining the customers they find, rather than trying to gather new customers at any given time. Wetzel hopes the best brands will focus their efforts on increasing customer retention through additions and enrollment of models.
Leverage Zero Party Data
In fact, marketers need to redouble their efforts to motivate their users to receive emails from them. “Marketers need to re-evaluate their strategies on keywords and zero-party information in order to be relevant and attract customers,” Mejia said.
Online government records refer to information that people want to give you and that you expect to use and represent a unique opportunity for a better person. Instead of just attacking customers with information they don’t want, you can show customers that you exist and that they respect the information they gave you. Other ways to collect non-party data include inviting them to participate in polls and audits. For emails, marketing can provide a fun platform where customers can choose exactly the types of emails they want to receive, whether to advertise, inform, or relate to their savings. This can go a long way in gaining the trust of your customers and continuing to get accurate information.