The most important step in bringing your marketing team
together and your overall omnichannel strategy comes after you hit the
"Submit" button in your email newsletter - these are the pillars of
follow-up and email marketing effectiveness.
At this stage, marketers need to collect metrics and data in
order to receive information that will affect future emails and entire
marketing campaigns. Email metrics can influence advertisements and social
media posts, as well as drive product design, content, and marketing teams.
Used strategically, these metrics increase the ROI of email programs while
increasing the efficiency and effectiveness of the marketing channel and
workflow.
Email is one of the most money-making channels for reaching
target audiences (for every dollar invested in email marketing, brands get $ 36
in return), email allows brands to reach their main consumer base: email
subscribers.
They decided to email touchpoints because they want to know
about the brand. By applying this information through analytics, marketers
optimize messaging and marketing spend to meet business goals
Email influences marketing strategy and contributes to
better overall business success. It is the lifeblood of an effective
multi-channel campaign. However, Apple's email privacy protection, announced
this summer in iOS 15, is attempting to remove metrics and data associated with
email.
Based on the market share of Litmus email clients, in 2020
Apple's iPhone, Apple Mail, and iPad accounted for nearly half of all email
openings. Lack of this knowledge will create marketing barriers to targeted and
personalized touchpoints. Marketers and businesses need to prepare by changing
their email strategy and processes before the update takes place.
Companies and consumers have been talking a lot about
privacy lately. Companies that fear breaches, reputational damage, and potential
loss of revenue want to protect consumer data. Consumer awareness of privacy
issues has also increased.
In a 2021 survey, more than half of respondents expressed
greater concerns about online privacy than in 2020. Consumers expect brands to
demonstrate trustworthiness before voluntarily sharing sensitive personal
information.
Recognizing a greater push for better privacy controls,
Apple introduced new privacy protections in its iOS 15 update, including email
privacy protections. Apple Mail users can hide their IP addresses, locations,
and additional data from senders, preventing brands from receiving information
such as open rates and locations. Apple said that "Email privacy protection
prevents senders from using invisible pixels to collect user information."
What does this update mean for marketers? Potential the disappearance of the critical phase in the marketing mix and omnichannel
strategy: the fundamentals of effectiveness and post-delivery of email
marketing. Without specific data on open rates: the brand will have 100%
openness.
