iOS 15 & Marketing Metrics: Plan for DIY Solutions

Apple's iOS 15 Update and the Future of Email Marketing Metrics

As Apple prepares to release iOS 15 on Monday, developers will experience a reduction in access to key user data. This change presents a significant challenge for email marketers who rely on these metrics to assess campaign performance.

To understand how the marketing sector is adapting to this shift, we consulted with Vivek Sharma, CEO of Movable Ink, a company specializing in data-driven marketing solutions.

The Impact of IP Address Hiding

This discussion expands upon a previous Extra Crunch article from August, which examined strategies for email marketers preparing for Apple’s Mail Privacy Protection modifications.

A central alteration introduced with this update is the option for Apple Mail users to conceal their IP addresses. This directly impacts the data available to marketers.

Shifting Focus to Downstream Metrics

Sharma suggests that marketers will need to prioritize metrics further down the conversion funnel, such as clicks, conversions, and ultimately, revenue. “While this seems logical, the volume of available data will decrease.”

He explains that as the funnel narrows, it may take longer to determine the success or failure of a marketing initiative. A smaller audience means longer evaluation periods.

The Rise of Zero-Party Data

Zero-party data has become a key area of focus for many businesses. Sharma clarifies that this encompasses both ‘open’ metrics and information gathered during the email opening process.

Data points like IP address and time of day, previously accessible, are now considered potential data leaks. Consequently, marketers are increasingly turning to first and zero-party data, investments they have already been making.

Collecting and Utilizing Zero-Party Data

The core challenge, according to Sharma, lies in gathering zero-party data in a compelling and visually engaging manner, and then leveraging it to personalize content at scale.

Movable Ink employs a method of zero-party data collection illustrated below:

Sharma elaborates, “This example utilizes polling questions – ‘What are your typical shopping preferences?’ or ‘What is your shoe size?’ – and rewards participation with loyalty points, creating a mutually beneficial exchange.”

Personalization in Action: A JetBlue Example

Once this data is acquired, the next step is implementation. The following example demonstrates how JetBlue utilizes personalized data:

Key Takeaways for Email Marketers

Sharma identifies three crucial considerations for email marketers in light of the iOS 15 changes:

• Prioritize Down-Funnel Metrics: Concentrate on metrics like clicks and conversions, as these provide the most accurate indication of genuine engagement.
• Invest in Data Assets: Strengthen your collection and utilization of zero and first-party data. Effective personalization relies on these resources.
• Leverage Email's Strengths: Email remains a powerful channel for customer engagement due to its maturity and ongoing investment. The industry will adapt to find a balance between privacy and personalization.