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All about the recent iOS 15 update. How is it going to affect email marketing?
All about the recent iOS 15 update. How is it going to affect email marketing?

iOS 15 app update

Danielle From BayEngage avatar
Written by Danielle From BayEngage
Updated over a week ago

1. What’s the iOS 15 update all about?

The Mail App privacy protection will no longer allow the senders to use invisible pixels to track user data which would typically be the open rates and tracking of their IP addresses. The Apple users, post the installation of these iOS 15 updates can take control over the aforementioned activity on their inboxes.

It applies to:

Apple Mail app users on iOS 15, iPadOS 15, and macOS Monterey devices.

When is it likely to roll out?

It is set to release around mid-September.

1.1. How will it impact email marketing?

In a nutshell, here’s what that’s going to happen:

  • Recipients can turn off email open tracking

Implication: The open rate metric is an indicator of several aspects including the effectiveness and resonance of your subject line, the optimal timing that works for your campaigns, and the deliverability. With open rates likely to become a thing of the past, email marketers will have to penetrate their way into other crucial metrics that would help them weigh campaign success.

  • Keeping the IP address hidden

Implication: Masking the IP addresses could potentially mean the users can’t be tracked based on their location or their online activity. However, these are not the only elements of segmentation and personalization. There are numerous other bases on which an email can be personalized.

1.2. Is email open rate a vanity metric?

Open rates are neither a critical metric nor a vanity metric. It is good to have metrics that can help you understand how your subject lines worked and plan your follow-up campaigns based on that. It is not the end of the world if you are not able to track open rates, because there are other key metrics that can potentially determine your campaign success.

1.3. What are the main takeaways

  • Apple's Mail app will not enable email senders to know whether a person has opened an email. With this update, users can opt to use the "Hide my email" option

  • There will be no automatic disclosure of a user’s IP address and tracking of web usage on the Safari browser

1.4 What can you do?

Measure other key metrics:

  • Clicks

  • Unsubscribes

  • Spam complaints

  • Deliverability

  • Bounces

  • Link clicks

  • Conversions

  • Purchase rate

  • Revenue per subscriber

1.5 How can BayEngage help you?

Measure other KPIs

There are a bunch of other metrics on BayEngage that you can track and measure your campaign performance.

Powerful Segmentation

BayEngage’s powerful segmentation will enable you to plan well-targeted campaigns that can ensure better click rates

SMS automation launch (coming soon)

BayEngage is going to launch an SMS automation tool super soon! In addition to email campaigns, you can also be using SMS to drive conversions.

2. Other helpful links:

Check out this iOS 15 app update blog to get deeper insights on how to make your email marketing frictionless and future-proof.

2.1 Contact Us

Still, got questions? Feel free to reach out to us at support@targetbay.com and we’d be delighted to help you 😊

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