The New Challenge for Email Marketing
Posted: Thu Dec 12, 2024 6:55 am
It's no secret that Apple is a company that has always worked to protect the privacy of its users , and it has proven this once again with the recent launch of the iOS 15 operating system, which includes the Mail Privacy Protection feature for the Mail app.
This new update is a game-changer, challenging all our email marketing strategies, posing a real challenge for marketers and all brands.
While this feature is optional and not enabled by default, it is expected that most users will choose to enable it, similar to what happened with the release of iOS 14.5 and the App Tracking Transparency feature, which prevents developers from tracking users' activity across apps.
The impact of iOS 15 on email marketing
We live in an era where personalization is critical to mexico telegram data creating positive consumer experiences, an era where innovation in email has broken down barriers, achieving more personal communication with our users.
People are unaware that by selecting the “Protect Email Activity” option , they will be limiting their own email marketing experience, as much of their information will be hidden in the process, such as geolocation, interaction time, and user device ID; affecting email personalization, as well as the generation of statistics that allows us, as marketers, to evaluate campaign performance.
Another obstacle presented to us after the iOS 15 update, is that the system will preload images contained in the email, even if the emails have not been opened, resulting in a false increase in the opening rate.
The perfect content
With the new update to Apple's operating system, the question arises: What is the ideal content for our email marketing campaigns?
You may be thinking of using a homemade GIF and sending it to your entire database, without taking into account the different devices on which your email can be opened.
In this case, the answer is a resounding "NO". Not only will the quality of the GIF be very low, but you will also have a problem if your email is opened in the Mail app on Mac devices, because the GIF will load with interruptions, decreasing the quality of your emails and damaging your users' experience along with your brand image.
Also, remember that sending a video via email through our platform will allow you to know its performance in real time , thanks to our advanced statistics system, which helps you evaluate the success of your video.
For these reasons, "video" is the best format option that you can include in your email marketing campaigns, because it is an attractive, dynamic, easy to assimilate and measurable format. Plus, thanks to our platform, you can be sure that your video will play, even on Apple devices updated with iOS 15.
Viewed 18.0: The solution for iOS 15
Generating “non-invasive experiences” in marketing is not something new, it is a practice that has been observed for over a year, in which companies such as Gmail, Google, Facebook and Instagram do not allow automatic activation of audio in videos with an autoplay function. On all these platforms, a preview of the video without audio is first shown and then the user decides if they want to watch and listen to the full video.
This new update is a game-changer, challenging all our email marketing strategies, posing a real challenge for marketers and all brands.
While this feature is optional and not enabled by default, it is expected that most users will choose to enable it, similar to what happened with the release of iOS 14.5 and the App Tracking Transparency feature, which prevents developers from tracking users' activity across apps.
The impact of iOS 15 on email marketing
We live in an era where personalization is critical to mexico telegram data creating positive consumer experiences, an era where innovation in email has broken down barriers, achieving more personal communication with our users.
People are unaware that by selecting the “Protect Email Activity” option , they will be limiting their own email marketing experience, as much of their information will be hidden in the process, such as geolocation, interaction time, and user device ID; affecting email personalization, as well as the generation of statistics that allows us, as marketers, to evaluate campaign performance.
Another obstacle presented to us after the iOS 15 update, is that the system will preload images contained in the email, even if the emails have not been opened, resulting in a false increase in the opening rate.
The perfect content
With the new update to Apple's operating system, the question arises: What is the ideal content for our email marketing campaigns?
You may be thinking of using a homemade GIF and sending it to your entire database, without taking into account the different devices on which your email can be opened.
In this case, the answer is a resounding "NO". Not only will the quality of the GIF be very low, but you will also have a problem if your email is opened in the Mail app on Mac devices, because the GIF will load with interruptions, decreasing the quality of your emails and damaging your users' experience along with your brand image.
Also, remember that sending a video via email through our platform will allow you to know its performance in real time , thanks to our advanced statistics system, which helps you evaluate the success of your video.
For these reasons, "video" is the best format option that you can include in your email marketing campaigns, because it is an attractive, dynamic, easy to assimilate and measurable format. Plus, thanks to our platform, you can be sure that your video will play, even on Apple devices updated with iOS 15.
Viewed 18.0: The solution for iOS 15
Generating “non-invasive experiences” in marketing is not something new, it is a practice that has been observed for over a year, in which companies such as Gmail, Google, Facebook and Instagram do not allow automatic activation of audio in videos with an autoplay function. On all these platforms, a preview of the video without audio is first shown and then the user decides if they want to watch and listen to the full video.