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        • Earn interest on Ethereum
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        • What is APY in Crypto?
        • Yield Farming Platforms
        • Yield Farming vs Staking
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        • Best DeFi Apps
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        • Best DEX Coins
        • DAO Crypto Projects
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    • Bitcoin Price Prediction
      • ALICE Price Prediction
      • ApeCoin Price Prediction
      • Axie Infinity Prediction
      • Battle Infinity Prediction
      • Cardano Price Prediction
      • Chia Coin Price Prediction
      • DeFi Coin Price Prediction
      • Dogecoin Price Prediction
      • Dogelon Mars Prediction
      • Ethereum Price Prediction
      • Floki Inu Price Prediction
      • Hoge Coin Price Prediction
      • LBLOCK Price Prediction
      • LUNA Price Prediction
      • Pi Coin Price Prediction
      • Polygon Price Prediction
      • SafeMoon Price Prediction
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    • Best Altcoins
      • Buy Battle Infinity
      • Buy Bitcoin Cash
      • Buy Binance Coin
      • Buy Celo
      • Buy Cardano
      • Buy Cartesi
      • Buy Chiliz
      • Buy Cronos
      • Buy Dash
      • Buy EOS
      • Buy ENS
      • Buy Ethereum
      • Buy Ethereum Classic
      • Buy FTX Token
      • Buy HBAR
      • Buy IOST
      • Buy IOTA
      • Buy Litecoin
      • Buy Livepeer
      • Buy Loopring
      • Buy Lucky Block
      • Buy LUNA 2.0
      • Buy LUNC
      • Buy Neo
      • Buy Pitbull Coin
      • Buy Polkadot
      • Buy RadioCaca
      • Buy Solana
      • Buy Spark
      • Buy VeChain
      • Buy XRP
      • Buy ZCash
    • Best Crypto Exchanges
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      • Binance Review
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      • Margin Trading Exchanges
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    • Best Meme Coins
      • Best Dog Cryptos
      • Buy Baby Doge
      • Buy Dogecoin
      • Buy Floki Inu
      • Buy Kiba Inu
      • Buy Shiba Inu
      • Buy Tamadoge
    • Best DeFi Coins
      • Buy 1inch
      • Buy Aave
      • Buy Algorand
      • Buy Ankr
      • Buy Avalanche
      • Buy Balancer
      • Buy Bancor
      • Buy Chainlink
      • Buy Compound
      • Buy Cosmos
      • Buy Curve
      • Buy DeFi Coin
      • Buy DYDX
      • Buy Fantom
      • Buy Kyber Network
      • Buy Maker
      • Buy Polygon
      • Buy Ren
      • Buy Serum
      • Buy Storj
      • Buy Sushiswap
      • Buy Tezos
      • Buy Uniswap
    • Best Web 3.0 Coins
      • Buy Basic Attention Token
      • Buy Biconomy
      • Buy Filecoin
      • Buy Theta
  • NFTs
    • How To Buy NFTs
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      • Best Utility NFT Projects
      • Buy NFTs on Binance
      • How to Flip NFTs
      • Make Money With NFTs
    • Best Metaverse Coins
      • Buy ApeCoin
      • Buy Axie Infinity
      • Buy Decentraland
      • Buy DeFi Kingdoms
      • Buy Enjin
      • Buy Gala
      • Buy GMT
      • Buy Immutable X
      • Buy The Sandbox
    • NFT News
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      • Cheapest NFT Projects
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      • New NFT Projects
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      • Sport NFT Drops
    • Invest in the Metaverse
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      • How to Invest in NFTs
      • Metaverse Projects
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      • How to Day Trade Stocks
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      • Islamic Brokers
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      • Best Forex Signals
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Business 2 Community
  • Investing
      • Best Cryptos
      • Best Beginner Cryptos
      • Best Crypto Under $1
      • Best Crypto Winter Tokens
      • Best Emerging Cryptos
      • Best ERC20 Tokens
      • Best Future Cryptocurrency
      • Best Utility Tokens
      • Coins to Buy on the Dip
      • Fastest Growing Crypto
      • Hottest Cryptos Right Now
      • Most Promising Cryptos
      • Next Crypto to Explode
      • Invest in Crypto
      • How to Invest in Bitcoin
      • How to Invest in DeFi
      • Long Term Investments
      • Low Market Cap Cryptos
      • Most Undervalued Cryptos
      • Penny Cryptocurrencies
      • New Cryptos
      • Best Crypto ICOs
      • Best Crypto IDOs
      • Best Crypto IEOs
      • Best Crypto STOs
      • Best Crypto Crowdsales
      • Best Crypto Presales
      • Best Crypto Private Sales
      • Buying Coins Pre Launch
      • Crypto Games
      • Best Blockchain Games
      • Best GameFi Cryptos
      • Best Gaming Crypto Coins
      • Best Play to Earn Games
      • Crypto News
      • Best Crypto Reddit
      • Best Crypto Signals
      • Crypto Tiktok Trends
      • Crypto Youtube Channels
      • Twitter Crypto Trends
      • Crypto Wallets
      • Best Cardano Wallets
      • Best DeFi Wallets
      • Best Ethereum Wallets
      • Best XRP Wallets
      • Crypto Bank Accounts
      • How to Spend Bitcoin
      • How to Spend Ethereum
      • Bitcoin Casinos
      • Best Bitcoin Gambling Sites
      • Best Crypto Lotteries
      • Bitcoin Blackjack Sites
      • Bitcoin Roulette Sites
      • Bitcoin Slots Sites
      • Ethereum Casinos
      • Earn Free Crypto
      • Best Crypto Airdrops
      • Best Crypto Faucets
      • Best Crypto Giveaways
      • Earn Free Bitcoin
      • Make Money With Crypto
      • Earn Interest on Crypto
      • Aqru Review
      • Best Staking Coins
      • Crypto Interest Accounts
      • Crypto Lending Platforms
      • Crypto Loan Sites
      • Crypto Savings Accounts
      • Crypto Staking
      • Earn Interest on Bitcoin
      • Earn interest on Ethereum
      • Earn Interest on Stables
      • What is APY in Crypto?
      • Yield Farming Platforms
      • Yield Farming vs Staking
      • DeFi Crypto Guides
      • Best DeFi Apps
      • Best DeFi Interest Rates
      • Best DEX Coins
      • DAO Crypto Projects
      • DeFi Lending Platforms
      • DeFi Staking Platforms
      • DeFi Swap Exchange
      • DeFi Yield Farming
      • Worldwide Crypto Guides
      • Best Africa Crypto Projects
      • Best Asia Crypto Projects
      • Best China Crypto Projects
      • Best Dubai Crypto Projects
      • Buy Bitcoin AU
      • Buy Bitcoin CA
      • Buy Bitcoin DE
      • Buy Bitcoin SG
      • Buy Bitcoin UAE
      • Buy Bitcoin UK
      • Buy Bitcoin ZA
      • Crypto Exchanges AU
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      • Bitcoin Mining Sites
      • Best Coins to Mine
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      • Monero Mining
      • Crypto Marketing
      • Financial PR Agencies
      • ICO Marketing
      • Web3 Marketing
  • Cryptocurrency
      • Buy Crypto
      • Buy Bitcoin
      • Buy BTC with Apple Pay
      • Buy BTC with Credit Card
      • Buy BTC with Bank Wire
      • Buy BTC with eToro
      • Buy BTC with Paypal
      • Buy BTC with Prepaid Card
      • Bitcoin Price Prediction
      • ALICE Price Prediction
      • ApeCoin Price Prediction
      • Axie Infinity Prediction
      • Battle Infinity Prediction
      • Cardano Price Prediction
      • Chia Coin Price Prediction
      • DeFi Coin Price Prediction
      • Dogecoin Price Prediction
      • Dogelon Mars Prediction
      • Ethereum Price Prediction
      • Floki Inu Price Prediction
      • Hoge Coin Price Prediction
      • LBLOCK Price Prediction
      • LUNA Price Prediction
      • Pi Coin Price Prediction
      • Polygon Price Prediction
      • SafeMoon Price Prediction
      • Samoyed Coin Prediction
      • Shiba Inu Price Prediction
      • Stepn GMT Price Prediction
      • SXP Coin Price Prediction
      • VeChain Price Prediction
      • XRP Price Prediction
      • Best Altcoins
      • Buy Battle Infinity
      • Buy Bitcoin Cash
      • Buy Binance Coin
      • Buy Celo
      • Buy Cardano
      • Buy Cartesi
      • Buy Chiliz
      • Buy Cronos
      • Buy Dash
      • Buy EOS
      • Buy ENS
      • Buy Ethereum
      • Buy Ethereum Classic
      • Buy FTX Token
      • Buy HBAR
      • Buy IOST
      • Buy IOTA
      • Buy Litecoin
      • Buy Livepeer
      • Buy Loopring
      • Buy Lucky Block
      • Buy LUNA 2.0
      • Buy LUNC
      • Buy Neo
      • Buy Pitbull Coin
      • Buy Polkadot
      • Buy RadioCaca
      • Buy Solana
      • Buy Spark
      • Buy VeChain
      • Buy XRP
      • Buy ZCash
      • Best Crypto Exchanges
      • Best Altcoin Exchange
      • Best Metaverse Platforms
      • Best Crypto Apps
      • Best DeFi Exchange
      • Best P2P Exchange
      • Binance Referral Bonus
      • Binance vs Coinbase
      • Binance Review
      • Best Binance Alternatives
      • Best Coinbase Alternatives
      • Bitstamp Review
      • Bitstamp Sign Up Bonus
      • Coinbase Review
      • Coinbase Sign Up Bonus
      • Crypto.com Review
      • Crypto.com Sign Up Bonus
      • Crypto.com Visa Card
      • Crypto Credit Cards
      • Crypto Tax Software
      • Margin Trading Exchanges
      • Social Trading Platforms
      • Best Meme Coins
      • Best Dog Cryptos
      • Buy Baby Doge
      • Buy Dogecoin
      • Buy Floki Inu
      • Buy Kiba Inu
      • Buy Shiba Inu
      • Buy Tamadoge
      • Best DeFi Coins
      • Buy 1inch
      • Buy Aave
      • Buy Algorand
      • Buy Ankr
      • Buy Avalanche
      • Buy Balancer
      • Buy Bancor
      • Buy Chainlink
      • Buy Compound
      • Buy Cosmos
      • Buy Curve
      • Buy DeFi Coin
      • Buy DYDX
      • Buy Fantom
      • Buy Kyber Network
      • Buy Maker
      • Buy Polygon
      • Buy Ren
      • Buy Serum
      • Buy Storj
      • Buy Sushiswap
      • Buy Tezos
      • Buy Uniswap
      • Best Web 3.0 Coins
      • Buy Basic Attention Token
      • Buy Biconomy
      • Buy Filecoin
      • Buy Theta
  • NFTs
      • How To Buy NFTs
      • Best NFT Apps
      • Best NFT Games
      • Best NFT Giveaways
      • Best NFT Lawyers
      • Best NFT Lottery Sites
      • Best NFT Presales
      • Best NFT Wallets
      • Best Utility NFT Projects
      • Buy NFTs on Binance
      • How to Flip NFTs
      • Make Money With NFTs
      • Best Metaverse Coins
      • Buy ApeCoin
      • Buy Axie Infinity
      • Buy Decentraland
      • Buy DeFi Kingdoms
      • Buy Enjin
      • Buy Gala
      • Buy GMT
      • Buy Immutable X
      • Buy The Sandbox
      • NFT News
      • Celebrity Backed NFTs
      • Celebrity NFT Owners
      • Cheapest NFT Projects
      • Coolest NFT Projects
      • Most Expensive NFTs
      • New NFT Projects
      • NFT Calendar
      • NFT Horse Racing Projects
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      • Invest in the Metaverse
      • Best Metaverse Apps
      • Best Metaverse Games
      • How to Invest in NFTs
      • Metaverse Projects
      • Metaverse Real Estate
      • NFT Land Projects
      • Best NFTs To Buy
      • Azuki NFTs
      • CryptoPunks NFTs
      • Lucky Block NFTs
      • PolygonPunks NFTs
      • Prime Ape Planet NFTs
      • VeeFriends NFTs
      • World of Women NFTs
      • NFT Marketplaces
      • Binance
      • Crypto.com
      • DraftKings
      • Looksrare
      • Magic Eden
      • NFT Launchpad
      • NFT Music Platforms
      • OpenSea
      • Rarible
  • Stocks
      • Types of Stocks
      • Best Biotech Stocks
      • Best Bitcoin ETFs
      • Best Blockchain Stocks
      • Best Cannabis Stocks
      • Best Cheap Stocks
      • Best DeFi Stocks
      • Best Dividend Stocks
      • Best Meme Stocks
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      • Best NFT Stocks
      • Best Oil Stocks
      • Best Penny Stocks
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      • Best 5G Stocks
      • Best Upcoming IPOs
      • Most Undervalued Stocks
      • Company Stocks
      • Buy Adobe Stock
      • Buy Alibaba Stock
      • Buy Alphabet Stock
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      • Buy AT&T Stock
      • Buy Disney Stock
      • Buy DocuSign Stock
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      • Buy Oil Stocks
      • Buy Stocks on eToro
      • Buy Stocks via Credit Card
      • Buy Stocks with PayPal
      • Invest in Stocks
      • Invest in NFT Stocks
    • Trading
        • Best Trading Platforms
        • Best Investment Apps
        • Capital.com Review
        • Copy Trading Platforms
        • Demo Accounts for Stocks
        • Day Trading Platforms UK
        • eToro Review
        • eToro Review UK
        • eToro Review ZA
        • How to Day Trade Stocks
        • How to Trade Commodities
        • How to Trade Crypto
        • How to Trade ETFs
        • How to Trade Gold
        • How to Trade NFTs
        • How to Trade Oil
        • Islamic Brokers
        • Low Margin Rate Brokers
        • Paper Trading Platforms
        • XTB Review
        • Best Forex Brokers
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        • Best Forex Brokers CA
        • Best Forex Brokers IN
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        • Best Forex Signals
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        • High Leverage Brokers
        • Low Spread Forex Brokers
        • Trading Robots
        • Algorithmic Trading
        • Bitcode AI Review
        • BitiCodes Review
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    Digital & Social⟩Email Marketing

    Your Email Open Rates Are Changing

    author imageMike Parry Last updated: 7 October 2021
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    Unless you’ve been living on a remote island somewhere you’ll know that on September 20th Apple’s iOS 15 update was launched, containing a feature call Mail Privacy Protection (MPP) which – amongst other things – will eliminate the ability to accurately track email open rates.

    For the uninitiated, email opens are recorded using a tiny image in the email code. When the email is opened, that image loads, which tells the sender an email was opened, by whom, when, where and on what device. What Apple have done is add a ‘middle man’ into the mix, first routing emails through their own proxy servers to pre-load email content – including the tracking image – before serving the email to the original recipients.

    This will make it impossible to tell whether real people or Apple opened your emails, when, where they are or which Apple device they use (so, no more mobile vs. desktop insights).

    For some email campaigns, we are already seeing the percentage of emails where the device data is being hidden by MPP at 20%, which is double what it was a week ago and we expect this to increase as more Apple users install the latest iOS 15 update.

    What will the adoption rate be?

    Whilst MPP won’t be switched on by default, when opening email for the first time after installing iOS 15, you are presented with a screen asking if you would like to be tracked or not.

    When Apple launched it’s App Tracking Transparency tool in April, 96% of people opted out and there is no reason to expect Mail Privacy Protection will be any different – I mean, who in a post-GDPR and Cambridge Analytica, Facebook etc. world would say ‘Yes, please track me’?!

    So, from now on you can expect to see your open rates jump – you just won’t know if any of that increase is real. However, with estimates putting Apple proxy opens at 75% you can be sure this jump won’t be because your audience suddenly loves you more.

    This also means that open rates will no longer be able to be a useful metric when measuring subscriber engagement and this has repercussions for a range of emails you may already be sending, including:

    • A/B testing subject lines using opens to determine the winner.
    • Targeting based on the last open date.
    • Automated workflows and journeys that rely on someone opening an email.
    • Send time optimisation based on previous open times.
    • Countdown timers may also show incorrect times as they will start at the Apple open rather than the real recipient open time.
    • Local content driven by opens or IP addresses, such as the nearest store location (although this is more of an issue in large geographies like the USA rather than the UK).
    • AI platforms that use email opens in their algorithm for creating optimised subject lines.

    Going forward, list hygiene management using non-openers over time will become a challenge although as Apple can only cache images if the Mail app is running, it means those email addresses are valid.

    There is a chance this could all backfire of course – the muddying of these waters will mean emails that are less targeted and none of us want that. We have all come to expect a high level of personalisation – even claiming we are happy to trade a degree of privacy for an improved experience. However, I can’t see this becoming a big enough issue to prompt large numbers of people going into mail settings on their iPhones and switching MPP off again.

    So what can we do to best prepare our email marketing for the future?

    Who’s who?

    The first step is to understand the email client breakdown of your audience to determine who uses an Apple device. You can also create a reliable opens audience for non-Apple Mail users as you can still use the open metric here.

    Update and remind people about your email preference centre to give people a range of choices on how they would like receive emails from you and – as always – keep your email list clean to stay on top of deliverability.

    Focus on click rates

    The goal of any campaign is most likely not about how many people open an email but how many make a purchase and in between the email open and the website is the click. We are already focused on click rates and now we’ll need to rely on these even more. The open-to-click metric will also need changing to clicks compared to emails sent.

    Expand your engagement-based segments

    As open rates become increasingly unreliable, double-down on your engagement criteria to include clicks, web visits and purchase activity. The numbers who meet these criteria will naturally be smaller but it’s a good way to continue having highly-targeted engagement segments.

    Segment your contacts based on how far they are on their path to purchase. This provides another data-driven measure of intent that can be used for targeting.

    Add new channels

    Other channels like SMS and push notifications can help expand your reach. In 2020, the number of SMS messages sent increased nearly 400% with conversion rates doubling.

    For web push notifications, the increase was around a 30% conversion rate, which is nearly five times what it was the previous year.

    Whilst you should consider these channels to mitigate no longer having complete email open data, neither SMS or push notifications have open rates at all so have always had to measure success in terms of conversions. It’s also worth reminding ourselves that email is still at the top of the pile in terms of ROI and a drop in the accuracy of measuring open rates isn;t going to change that.

    Shopping data

    Place more importance on customer purchases using recency, frequency, and monetary (RFM) data.

    If you don’t already have one, create a customer lifecycle program which can identify customer stages based on all of these other metrics. It will allow you to build and automate data-driven tactics based on purchase behaviour.

    Be creative

    Be adaptable so you are able to move quickly when things change. We should always be looking for new ways to provide value to our customers, as the ultimate goal is revenue from initial and repeat purchases, not open rates.

    As marketers, we should have all the data we need to help understand customer preferences which should allow for smarter promotions overall. The open engagement metric may be more unreliable, but the metrics of clicks and conversions remain unchanged.

    Hide My Email – should I worry?

    Another part of Mail Privacy Protection allows people to hide any of their email addresses (e.g., Hotmail/Outlook, Gmail, etc.) by generating unique, random icloud.com email addresses that forward to their real email address. These are also unique and used only once so if people hide their email from multiple companies, they will have generated multiple fake emails (one for each website).

    icloud email addresses aren’t anywhere near as prevalent as Gmail or Hotmail/Outlook but it’s worth tracking your email data at a domain level to check for growth.

    These fake email addresses can be deleted which means next time you mail them they will hard bounce and, If you get a lot of these, your email deliverability will suffer.

    Another challenge is tying email activity to purchases when, say, someone signs up for your newsletter with Hide My Email but then later make a purchase using their real email address.

    Whilst it is early days, Hide My Email is unlikely to gain enough traction to become a problem – after all, there have been similar services available for years. Also, if you’re seeing lots of new random icloud addresses appear in your database then you have a more fundamental trust issue as these people saw enough of a reason to hide their real address from you in the first place.

    The future is bright

    If your core objective of marketing is to provide the right value to the right customer at the right time, you shouldn’t have too much to worry about.

    However, Apple’s iOS 15 update is certainly making it more challenging. Apple may be leading the way but expect other companies to follow suit so we should all see this as an opportunity to look at the other ways customer engagement and behaviour can be measured and improved.

    Ultimately what Apple has done is a good thing. We have all had our trust eroded over the years by unscrupulous marketing, harvested email addresses, the ever-pervasive advertising that follows you around the internet and the almost sinister use of AI algorithms that present us with filtered realities within social media platforms which keep us there longer so we see more ads.

    In this brave new world it has become easy to forget the marketing fundamentals of building trust and respecting our customers. Apple have just given us a reminder.

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      This article originally appeared on display block and has been republished with permission.
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    Author: Mike Parry

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    More by this author:
    • Cut and Waste: Are Your Marketing Emails Being Clipped?
    • Great Christmas Emails
    • Tips From a Junior Email Developer

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