How I prepare for the impact of the iOS15 update on email open rates

Have you been seeing your #email open rates increase?
Perhaps this time is not because of your awesome subject lines… 😭

When an #Apple user upgrades to #iOS15 and they accept the “Protect Mail activity”, Apple won’t be blocking the tracking pixels. Instead, all the tracking pixels will be *pre-loaded* before a subscriber actually sees the email.

This leads to an artificial increase of unique open rates.

BUT, the open rates coming from Apple users like myself, who use the Gmail app to check their emails, won’t be affected. The same is true for other mail apps, except Apple Mail.

Here is how I prepare for the #iOS15 update impact on email #openrates and how I think you should, too 👇

📧 Re-think anything that is #triggered by email opening, for example, #workflows based on the email opening activity and contact #segments. The same goes for A/B testing email subject lines.

🏆 If you have a #scoringsystem in place for your contacts, re-think the scores given based on email opening activity.

🎯 Adjust your open-rate #goals. But have in mind that the changes do not impact all email clients, at least for now. To adjust your open-rate goals as accurately as possible, if the email marketing tool you are using allows it, advise the stats of the top email clients your contacts are using to read your emails.

📈 Focus more on other #emailmarketing #metrics that matter for your business. For example, the traffic your website receives from email sources.

🚀 Make the most you can before you see the impact: a/b testing, segmenting your audience, cleaning your database, improving the deliverability of your emails, exploring other channels.