SCOOP 21 FEBRUARY 28, 2022

The REAL iOS 15 Update… (NEW INFO – Not same old stuff)

At this point everyone knows that Apple messed up tracking open rates and your marketing automation streams are probably pretty different these days. (if this makes no sense please google ‘iOS 15 Impact on Email Marketing’)…

Ok, here is what you should and should not do related to all of this….

DON’T Stop Tracking Open Rates:

This is so dumb it hurts. As of today, the full impact of iOS 15 is now apparent for email marketers. Your email marketing open rates are now inflated. So what. Big deal. 6 months ago your newsletter had a 20% average open rate. Now, your email newsletter has an average open rate of 40%. This is completely related to Apple sending back false opens for all of its mail app users.

Use your open rate as ‘directional’ information. If you do an A/B test on a subject line and you see a higher open on A vs. B than great…A wins! It really is that simple.

To recap – Open Rates are now DIRECTIONAL data points and not ABSOLUTE. You can tell if you are on the right track with a marketing tactic but you don’t know for sure who is opening which email. And that is fine.

NEW TIP FOR iOS 15 IMPACT:

Your marketing automation streams are screwed up. You can’t send to openers vs. non-openers anymore. Sorry. I know that stinks.

BUT, there is something that is working to reach non-openers.

This is going to sound so rudimentary, but Apple is forcing us to get back to basics.

USE TIME TO REACH POTENTIAL NON-OPENERS:

Most people follow a daily routine.

Coffee at a certain time.

Brush our teeth at a certain time.

Maybe a daily walk at a certain time.

And, even though we look throughout the day we do a ‘primary check’ of our email at a certain time as well.

NEW TACTIC:

Sending Same Offer Related Email 2x’s Over 2 Days at 2 Different Times Increases Overall Click-Through Rate: