#67 iOS 15 Will Drastically Change Email Marketing. Here’s What to Do.

Apple’s upcoming iOS 15 update is going to change the way in which ecommerce owners communicate with their customers. And us email marketers need a change of strategy. 

Valentina Rasello is an absolute champion at email marketing. With extensive experience in outreach strategy, lead generation, content creation, building marketing campaigns, and more, we’re very fortunate to have her as an Account Manager at Budai Media. Valentina always has her eye on the ever-changing world of ecommerce, so has she done her research on the upcoming iOS changes. 

We’re delighted to welcome Valentina to The Ecom Show for an expert’s guide to iOS15 and how it affects email marketing. Valentina and our CEO and podcast host, Daniel Budai discuss: 

✔️ Valentina’s Psychological Approach to Marketing 

✔️ What is the iOS 15 Update

✔️ How Should Ecommerce Owners Prepare for this Update

Valentina’s Psychological Approach to Marketing 

Aside from her linguistic interest and prowess in Italian, Spanish, English, and Chinese, Valentina has always been interested in psychology. How the brain works, and why people make some choices and not others. 

This evolved into an exploration into why people choose to buy and why they don’t. Always one for learning new things, Valentina took a deep dive into the world of marketing, taking online courses on content creation, lead generation, outreach…you name it! So began Valentina’s journey into marketing, eventually leading to her current position as Account Manager at Budai Media. 

Valentina loves what she describes as her “dynamic” job, especially enjoying the many opportunities it provides to analyze customer behaviour.

What is the iOS 15 Update?

Apple’s iOS 15 update is set to be released this Fall. It’s going to impact two main areas: email marketing and ecommerce. 

iOS 15’s Mail Privacy Protection feature will allow users to hide their IP address. This means that senders will not be able to see whether Apple Mail users have opened their email or not, impacting the effectiveness of A/B testing in all areas. 

Valentina warns against catastrophizing, however. This change only applies to those with Apple devices, who use Apple Mail, and have decided to opt in to Mail Privacy Protection. Mail Privacy will not be in effect on other email apps, such as Google Mail, even if accessed on an Apple device. 

The next iOS feature to think about is ‘Hide My Email’. Users can use ‘Hide My Email’ to direct marketing emails to an Apple generated randomized email. In other words they can create a ‘burner’ email.  

So How Should Ecommerce Owners Prepare for this Update?

Focus especially on open rates, as they will be most affected by iOS 15’s Mail Privacy Protection Feature. Also test subject lines, previews, send times, pretty much everything before the update is implemented. 

A/B test like there’s no tomorrow.

Also make sure to clean that email list! When the iOS 15 updates arrive, it will be more difficult to know who is opening emails and who isn’t. We generally recommend list cleaning once a month, but now is a better time than any to remove unengaged customers from your list. 

Following A/B tests and list cleaning, ecommerce owners need to begin shifting their focus to other metrics. Valentina recommends closely analyzing click rate and shipping recency and frequency. Get a microscope on customer behaviour. How often they buy, how they interact with your brand, what their favourite products are. All the good stuff. This will be instrumental in creating targeted campaign plans

TL;DR - Don’t panic! But make sure to A/B test, clean your list, and focus on click-through rate and customer behaviour.

Connect with https://www.linkedin.com/in/valentina-rasello-770954168/Valentina on LinkedIn if you’re looking for digital marketing or linguistic expertise. 

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