Apple plans to remove developer access to important user data as part of its iOS 15 release on Monday, leaving email marketers in a quandary about how they will discover the metrics. To find out how the industry is addressing this issue, we spoke to Vivek Sharma, CEO of Movable ink, a software consultancy that helps marketers act on the data they collect.
This conversation is based on our Extra Crunch post from August explore how email marketers can prepare for Apple Email Privacy Protection changes.
The game changer for email marketers with this update is that as an Apple Mail user, you will have the option to hide your IP address.
How can marketers change their tactics to stay in control of their metrics? Sharma thinks we’ll see a greater focus on downstream metrics than open rate – on clicks, conversions, and revenue. “That sounds great and all, but you have less of that data. But, by definition, that funnel narrows; there are fewer people to go to at the time, so it may take you longer to know if something is working or not for you. “
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Sharma says zero and source data is something that companies have focused on. “There are two components: there is ‘open’ as a metric and some of the information that is obtained in open time, such as IP address, time of day and inferred weather, which is perceived as a data leak. These are just some of the data points. [This data] tend to be things that [marketers] they have already been investing and have earned the right to learn more about the client, ”he says.
The challenge, according to Sharma, is: How can marketers collect zero-part data in an engaging and visually compelling way, and then personalize their content for each customer at scale?
Here’s one way Movable Ink has collected third-party data:
Says Sharma: “All there is here is a survey question: ‘What do you normally buy?’ ‘What’s your shoes size?’ And they are giving you loyalty points in return, so an exchange of value is taking place here. They learn about you in a clear way and give you an easy way to interact with the brand that interests you. “
Once you have the data, the question is: How do you use it? Here’s an example from JetBlue.
Sharma describes three iOS 15 takeaways for email marketers:
- Focus on downward funnel metrics like clicks and conversions – that’s really what it boils down to and is the truest indicator of engagement.
- Invest in your own and zero data assets. True personalization is what people experience and see. You can do it from your own and zero assets.
- Email is a great channel to engage your customers, because it is a mature channel that has been invested in. Email is an amazing channel for building a personal relationship with your customer and so much more. It has undergone many changes in the last 10 or 15 years. The industry will evolve and we will find that balance between privacy and personalization.