The average person spends five hours a day on their email. Between work and the ability to access our inbox from essentially anywhere – it isn’t a surprise that number is as high as it is. We are a population driven by remaining connected, and email is an essential part of maintaining that connection.
It’s also an essential part of marketing. Email marketing isn’t a new idea. In fact, it’s become a heavily relied upon tool to create customer engagement, keep potential buyers informed, and attract new customers by offering discounts or special deals by signing up to be a part of the ‘insider club.’
In addition, email marketing has a unique advantage when it comes to tracking when, how often, and if a consumer checks their email. This tool helps marketers to better understand their customers and cater to their desires, patterns, and shopping habits. How do they do this? With something called an Open Tracker. This is an ‘invisible’ image that is added into an email that allows the person who sent it to receive data; when the email was opened and if anything was clicked within the email.
While this information can help both the marketer and the customer, not everyone is in love with the idea of being tracked.
In light of this reality, Apple Mail announced in June 2021 a new feature that will prevent email marketers from using invisible pixels to collect information from the email recipients. This will prevent marketers from knowing if, when and how a subscriber opened their email. Other additional applications will not function the same as well, including auto-sending follow-up emails to non-openers. This feature, while perhaps helpful in keeping private information private, will greatly hinder the marketing world from a statistics standpoint.
The Mail Privacy Protection implemented by Apple Mail will impact stats in the following ways:
- Open rates will likely increase but are no longer reliable
- Click-to-open rates will likely decrease but are also unreliable
- Open rate-powered email features will become less reliable
- Individual user data (like location, time opened, etc.) from Apple Mail users will no longer be available to email marketers
However, in the face of these restrictions there remain a few ways for marketers to continue to capture necessary data from consumers. Total clicks will not be impacted, remaining a reliable way to measure the success of an email marketing campaign. That number, in light of the others skewing, will be how most moving forward will measure success.
At the end of the day, email still has the highest return on investment (ROI) when compared to all other types of marketing. It drives sales in a unique and specific way by engaging the target audience and still appearing directly in their inbox. So while this might put a spin on how we extract the same data we were able to easily obtain before, it doesn’t change our stance on the power of email marketing.
Interested in hiring an agency to handle your email marketing, email copy and development design and drip campaigns? TOCmedia is here and ready to take your email marketing to the next level, roadblocks and all.
Send us an email today to learn more about our services and how we can grow your brand awareness!