Holy sh*t it's here...iOS 15 is here!

We can stop beating the dead horse because…well…it’s dead. And the day has finally arrived!

iOS 15 has dropped and with that comes another regularly scheduled demise of email marketing.

If you’re reading this and have no idea WTF I am talking about, here’s a primer.

The tl;dr is that Apple released iOS 15, which has increased privacy measures that’ll make it impossible for email marketers to know if the contact actually opened the email, the type of device they used to open it, and where they opened it from (geography).

This, of course, only applies to people with iOS 15 who are using Apple Mail.

Are you panicking? Don’t panic, it’s fine.

If you’re looking for things to do today to see what kind of an impact this will have on your business or your clients, here are a few ideas:

1. See how many contacts are using Apple Mail (This can help determine the degree of panic you need to have)

2. Switch all A/B testing of campaigns and automations from picking a winner based on open rates to picking a winner based on click rates

3. Create a baseline for open rates for your clients that you can measure against in 3, 6, 9, and 12 months

This seems like a good time to remind you that all of your goals should be SMART goals.

Are you familiar with the acronym?

S - SpecificM - MeasurableA - AttainableR - RelevantT - Time-bound

Here’s the framework to help you write SMART goals:

To (fill in your objective), we will (what’s the strategy to attain the objective) by (which tactics that align with the strategy).

And here’s what that looks like when it’s filled out:

“To increase leads by 10% in the next 12 months, we will focus each email campaign on driving contacts to the Contact Us landing page by writing clear and enticing CTAs, and creating an incentive for people submit their information (E.g. Receive 15% off).

That was rough…I whipped it up in two minutes. But you get the point.

Don’t panic. Investigate how many contacts are using Apple Mail. Revisit dominant success metrics for your current campaigns and automations. Create SMART goals.

Till next time,Andrew