The update of Apple-iOS-15 – eCommerce Magazin has these consequences

The update for Apple iOS 15 and probably also the MacOS 15 update announced for November effectively prevent the tracking of e-mail openings. This prevents an essential “Key Performance Indicator” (KPI) in email marketing and thus brings about changes for marketers. The effects mainly affect users who use Apple’s email client on iOS 15 and macOS 15. In the future, depending on the industry and business model, between 25 and 50 percent of corporate email marketing lists could be affected.

Email Marketing: Competitive Impact

Since not all Apple devices can be updated, it is to be expected that a complete penetration of the update will take several years. Regardless of the time horizon, from the perspective of the focus group, the update results in e-mails at BVDW the following market or competition-relevant consequences for marketers in the field of email marketing:

  • The open rate in email marketing can no longer be precisely determined and is therefore becoming less important as a KPI for evaluating the success of email marketing campaigns.
  • Marketing Automation Campaignsthat use openings as triggers no longer work. This applies, for example, to reactivation campaigns for users who no longer open newsletters.
  • Dynamic contentthat are reloaded live at the time of opening can no longer be used.
  • The subject line optimization is influenced because the performance of various subject lines is determined based on the opening rate.

Tips for customizing email marketing

The BVDW focus group has developed the following recommendations for e-mail marketers in order to adapt e-mail marketing to the MacOS 15 / iOS 15 update:

  • Other KPIs, those that are “deeper in the funnel” should be weighted more heavily in the campaign evaluation. In addition to the click and conversion rate, these include monetary KPIs such as the return on investment.
  • Email marketers, who do not want to forego the opening rate should try to determine “synthetic opening rates”. For example, the correct opening rates of users who are not affected by the update can be transferred to relevant users or an approximate value can be determined based on the click-to-open values.
  • Marketing automations, that rely on openings as triggers should be converted for other triggers.
  • For dynamic content Generic fallbacks should be set up.
  • The subject line optimization continues to work. However, it is recommended to enlarge the samples to compensate for the distortion in the opening rate.
Email Marketing
For 70 percent of those surveyed, email marketing is still part of the marketing mix. (Images: BVDW)

The relevance of KPIs in email marketing is growing

Compared to most other marketing instruments, e-mail offers a variety of success measurement options, the key performance indicators (KPI). Their relevance in e-mail marketing continues to grow, as can be seen from the results of the new “KPIs in e-mail marketing” survey conducted by the e-mail specialist group.

Compared to the 2016 study, it can be seen that just under four percent (2016: 34 percent) of the companies surveyed do not collect any KPIs at all when measuring the success of e-mail campaigns. The most frequently surveyed success factor is now the click rate with 54 percent (2016: 39 percent). In 2016, it was still the opening rate that was given most frequently (2021: 45 percent, 2016: 41 percent). In terms of the relevance of the success factors, the delivery rate with 49 percent (26 percent), the conversion rate with 49 percent (24 percent) and the unsubscribe rate with 34 percent (22 percent) take the following places.

“It is gratifying to see that the click rate has replaced the open rate as the most important key figure. Because, as we were able to determine in 2016, the click rate delivers much better, since it provides clearer information to evaluate the success of e-mail communication, “comments André Görmer (Mapp Digital), chairman of the e-mail specialist group at BVDW.

Optimization of email marketing campaigns

However, marketers still use this knowledge far too rarely for campaign optimization: Half of the respondents (2021: 50 percent, 2016: 52 percent) state that decisions regarding the implementation of email marketing campaigns in their company are not based on KPI based reporting. 70 percent of the companies surveyed estimate that in two years’ time email campaigns will still be as important as they are today. In 2016, however, only 45 percent of those surveyed said this. 74 percent of the companies surveyed stated that they determine the profitability of their email marketing campaigns on the basis of the KPIs.

“E-mail remains the most important digital communication channel and has gained further relevance among marketers in recent years,” says Romain Vallé (United Internet Media), deputy chairman of the e-mail specialist group at BVDW. “E-mail marketing scores with individual measurability and the possibility of a direct call-to-action. It will therefore remain one of the most important instruments in the media mix in the future. ”

The survey was carried out on behalf of BVDW performed by Dcore. For this purpose, 249 participants, including 147 advertisers and 102 service providers and agencies, were surveyed.

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