Thread by @SantiagoCruz02

IOS 15 Is Here And It Will Fuck Up Your Email Marketing If You Don’t Read This Thread.

//THREAD//

Supp guys…

As some of you may already know Apple has just released iOS 15...

This new version brings lots of new features for users and a few headaches for us marketers...

High level these are some of those "headaches"that we should care about:

Mail Privacy Protection:

eCommerce sites often embed a so-called "tracking pixel" in marketing messages..

Mail Privacy Protection will start blocking these pixels preventing ESPs from tracking if & when you open an email. (only in the mail app)

Hide My Email:

This feature allows Apple email users to generate new and random email addresses for social media and eCommerce sites.

Meaning... If you purchase something from a new website, the Hide My Email feature will mask your identity to the sender but still, allow you to get every important message.

Furthermore, if Apple users subscribe to its iCloud+ service,

They’ll gain some additional privacy protection. And cause marketers some other problems, such as:

> Privacy relay, or Apple’s version of a VPN service. If a user with privacy relay enabled visits your website, Apple would hide their actual IP address.

This will prevent you from targeting your email subs based on their location...

> Hide my email will allow users to create an unlimited number of emails. Apple will then forward any messages arriving at their actual email address.

This will fill your email list with fake email addresses.

In other words, IOS 15 will fuck up the following:

> A/B subject line testing
> Tracking list growth
> Campaign resends
> Flows triggered by engagement
> List health & engagement segmentation
> Deliverability
> Revenue

Now, stay calm and don’t freak out.

Breathe...
Breathe again...
Breath more deeply...
Ok, let’s keep going!

IMO

IOS15 is a great opportunity, as it will take the bad email marketing agencies and self-proclaimed "email experts" out of business.

- This field will no longer be the easy path to make some quick money and deliver "okay" results.

Naturally, while these bad players are being taken out of business, I will be there to eat their lunch...

But well, you're not here to read about how I'll be eating lunches left and right in the following months you're here to know about the things you can do to prepare for these changes.

So here we go:

> First, move your focus to metrics that actually matter and move the needle such as CR and rev

> Level up your game.

Sending quality and relevant content will be more important than ever

As the mail privacy protection will open all of the emails being sent to the mail app...

And decide if they should go to the recipient's inbox or spam based on the email content.

> Focus on omnichannel retention.

Email marketing will no longer be enough

Adding channels like SMS or push notifications to your retention strategy will be essential not only to sell but to nurture client relationships.

> Seek expert help

Getting good results with Email Marketing will be harder than ever...

But don't worry I gotchu...

If you're an eCom brand looking to develop a proven-to-work retention strategy that WORKS in a post IOS15 world feel free to DM me the word "IOS15" and I'll be there to help you out.

If you got value out of this THREAD go back to the first tweet and hit the ReTweet button 👇

https://twitter.com/SantiagoCruz02/status/1441221280401920002?s=20