When Apple rolled out changes to the latest version of its mobile operating system, iOS, it was clear that they would have an impact on online advertising. The change promised to improve consumer privacy by giving them more tools to limit who was tracking their online browsing, which meant that websites could no longer track them and therefore see how they reacted to ads.
The results of this change are already being seen, and they are being disastrous for the advertising industry. Facebook was one of the harshest critics of the measure and, from the very beginning, analysts pointed out that it would be one of the main victims. According to market calculations, it is one of those who are losing the most money with these adjustments. The problem is not only with them, but is general for the entire online advertising industry.
And the truth is that the impact of these measures not only affects ads, but also other elements of marketing and advertising. Email marketing will be another of the great collateral damages of the privacy measures implemented by Apple.
End of mobile measurement
Since September 20, Apple has started updating its mobile devices to iOS 15, as recalled by AdExchanger . This update will mean an increase in privacy measures and in the protection of consumer data. “iOS 15 is certainly going to shake things up for marketers around the world if they are not prepared,” Will Crocker Hay, vice president of consumer marketing and partner of Braze, told the American media.
The launch of this update has been saudi arabia mobile number list for whatsapp somewhat overshadowed by the fact that Apple just last week introduced a flood of new features. However, the change is going to be noticeable and will make measuring the ROI of email marketing much more complicated.
Mail privacy protection
This means that systems that use pixels embedded in the email to collect information about what happens to that email will stop working. They will no longer be able to collect data.
All of this will make many of the elements that improve the visibility of your projects serve as a guide to understanding what is happening obsolete: as MarketingProfs points out , measuring openings to determine success will become irrelevant.
Taking into account that mobile access to email is becoming more and more common and that we tend to view certain types of messages – basically, most email marketing – on the go, not having data on what happens on smartphones is a major handicap.
Does the solution to the problem exist?
Email marketing is one of the marketers’ favourite ways kuwait data to connect with consumers. It delivers results and generates data. The fact that this data disappears from the equation is a problem and one. That marketers must work on. While waiting for alternative ways to appear or other models of audience tracking to become established. Marketers must focus on other areas.
As MarketingProfs explains , it’s time to focus on content. Which is what you can still control and what can guarantee those openings. You have to test your subject lines more and better and develop better message bodies. You also have to work on your databases or recalibrate your workflows.