Apple recently released iOS15, and as marketers, we’re now facing a huge challenge to adjust our email marketing and ad strategies. But it’s just that: a challenge.
Tom Glomb said it perfectly: We have gotten lazy, and we’ve relied on tactics that are decades old. We pride ourselves on being innovators and thinkers, and the new iOS15 is only challenging us to be better.
Here’s a closer look at what the iOS update entailed:
- Any inbound email will be auto-opened and prescreened by Apple to scan for any threats or unsafe links.
- The introduction of the HideMyEmail feature, which allows users to mask their email addresses by using a fake, pass-through, forwarding address.
- More user protection from third-party trackers.
- The ability to hide IP addresses.
Each of these restrictions will pose a challenge to create a more innovative way of collecting data and measuring success.
Start owning your data, rather than relying on others for it. Have an open mind about other strategies within email marketing, and outside of it.
Here’s where you should shift your focus:
- Ask your customers questions, and get to know them through programs like Octane.ai quizzes. That way, you’re creating a personalized customer journey while collecting data.
- Focus on the metrics you can track, like click rates and conversions.
- Look to new channels like SMS + LiveShopping.
- Most importantly, get creative.
Yes, the iOS update may pose a bit of a challenge, but it’s the kind of challenge we welcome in this industry. By responding to these moments with innovation and strategy, we’re able to stay on top of trends in an ever-changing world, and to better deliver long-term growth to DTC brands no matter the circumstances.
