Keep Calm & Email On - Stephanie Griffith

Chances are that either you, or someone on your team, after hearing that open rate tracking and ip tracking were coming to an end with iOS 15, likely felt a deep and foreboding  sense of dread. 

As the engagement metrics you rely the most on vanish before your very eyes, you may worry that your brand has been left blind to your customer's behaviour.

Says Stephanie Griffith, DON'T PANIC

The next year is going to see a lot of businesses make a lot of mistakes as everyone gets used to the new normal, and old habits are left behind. 

Here's how to avoid becoming someone else's lesson of what not to do.

1. No seriously, don't panic. It's going to be a slow integration for everyone, and no one knows the full potential of 15's updates yet. Even if you get caught off guard, you're still no further behind anyone else in terms of rolling out a responsive strategy
2. Don't send "too many damn emails". Until you learn how to read the new metrics, you may worry that emails aren't being read, let lone received, and could start burying consumers in promotional messages, desperate for a  measurable sale. Rest assured, nothing is changing about how emails are delivered, and they will be getting through
3. Don't just sit on your hands and wait. You still have access to open rate and ip metrics for the time being, so make the most out of them. Learn as much as you can about current and projected customer behaviour, so that you can be confident in your strategy continuing during the interim period between iOS 15's launch and your systems adapting to the new metrics
4. Build out your other audiences. IOS 15 updates will have no effect on SMS or how you track their metrics, and while SMS is certainly no replacement for email promotion, take this opportunity to expand on your lists, to get a great sense of consumer behaviour to measure future metrics in comparison with, while also reaping the benefits of more consumers engaging with your brand beyond email

Approach these upcoming changes with a calm curiosity, and you'll find your business will only get better.

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