Last September, Apple launched its new email privacy setting. This opt-in feature — on iOS 15-updated Apple devices — hides a user's IP address, which blocks marketers and email professionals from learning key information like their location or whether they’ve opened an email. On the email sender’s end, this means emails are appearing as opened, regardless of whether the user actually opened them. Now, nearly six months later, we have reached the saturation point of this integration – meaning any wonky stats you’ve been seeing are likely here to stay.
But what does this mean for your email program and what can you do about it?
Analyze Different Data
Since Apple’s new privacy setting was implemented, our clients have seen a jump in open rates – some have seen a nearly 150% increase. Since metrics such as open rates are even more unreliable than they’ve been in the past (there have always been outside factors muddying email reporting data), we have shifted to analyzing other stats to see how an audience is interacting with emails.
Click rates and the number of actions taken are stats that we can still generally rely on and use to determine the success of an email. If these aren’t measures you’ve historically looked at or incorporated into your emails, this is the time to start. Consider including simple and compelling actions subscribers can take in your emails, such as a petition or survey. This will not only engage your audience but give you healthy data to work with.
Outcomes Are Important
While data is important, it won’t tell you everything. Click rates are helpful – but how many people shared your content on social media? How many people actually signed the petition? Did you hit your fundraising goal? While the link in your email might have generated a lot of clicks, did people actually follow through and complete the action you asked of them?
The outcome of your content will determine the real success of your email and messaging. If the petition you emailed out generated hundreds of signatures and it was shared far and wide on social media, chances are you’re doing something right.
This is a great opportunity to run different tests to learn more about your audience. For example, test a $5 ask vs. a $10 ask in a fundraising email to determine which raises more money.
It’s important to keep in mind that not all email programs are the same. What might work for one program may not work for another. It’s essential that you keep testing to see what works best for your very specific audience.
If you’re ready to grow an email program that turns people into activists, donors, and involved community members, book a free strategy call with our team today.