Pivot Today To Profit Tomorrow - Chase Dimond
At a recent roundtable with some of the giants of the e-commerce marketing industry, Chase Dimond was able to ask some very important questions about how they expect the iOS 15 update to roll out, and what it will mean for your email marketing strategies.
"Is iOS 15 the death of email marketing?"
In short, no
While it may seem like the loss of open rate tracking undermines the entire point of email marketing, industry leaders are confident that email as a promotional tool is far from finished, and will only become more active once the new normal is fully settled.
"Will revenue or deliverability decline with iOS 15?"
Again, no
It is almost unanimously agreed that conversion rates of 20-40% will continue, as customer behaviour itself it unlikely to change, aside from increase in engagement as even more people shop online.
Rather than adapting your tactics based on data you receive from open rates to generate this revenue, brands will have to adjust to analyzing a new set of information, and maintain a faithful course ahead sending emails without the much missed metrics, as well as an aggressive approach to list hygiene, and the removal of inactive and unprofitable members.
"What can I do now to prepare for these changes?"
Whether or not you agree that open rates are a vanity metric, they can still tell you more than just the binary of if your customers are opening an email or not. While you still have access to open rate data, look for the following specific details to learn how to look around and beyond the open rates themselves:
- What is the actual percent of opens that lead to engagement with the email? How many people explore the offer?
- What is the click through-to-open rate ratio? How many people end up in your store?
Knowing currently how many people engage with your emails, and comparing later figures will give you a way to spot your open rate without having the direct data of them available.
Traffic Driving Tip: If an email for a new sale or promotion hasn't been opened, resend it with a different title, and try to see what works. The first email to newly signed up customers is often the most successful, so do everything you can to gain and keep their attention
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