Impact of iOS 15 on email marketing

“We knew iOS 15 would impact brands’ email marketing programs, and we were focused on providing brands with the guidance and tools they needed to successfully navigate this change.” — Rytis Lauris, CEO, Omnisend

In September 2021, Apple released iOS 15 software update with “Email Privacy Protection”. This feature has an unknown but expected impact on how email open data is shared with e-commerce brands, including DTC emails and cascading effects on his marketing tactics and overall strategy. could have brought about. A year later, a new report by Omnisend reveals the impact of iOS 15.

According to Omnisend research, the open rate in the first 11 months of iOS 15’s release is 93.6% higher than in the same period last year.

Not only did we see a significant increase in open rates 11 months after release, iOS 15 adoption was immediately apparent through Q4 2021, with open rates increasing month by month. These results were against seasonal trends. When comparing Q4 2021 to the last nine months, open rates increased by 59%. In 2020, he increased only 0.8%, and in 2019 he fell 1.9%.

Findings are part of Omnisend’s report, iOS 15 Email Marketing Impact Report. In this study, he analyzed the performance of his 15 billion marketing emails sent by Omnisend merchants since the release of iOS 15 and his 20 billion marketing emails sent before the release.

With the emphasis on email and SMS marketing as brands approach the holiday marketing season, it’s important to adjust your strategy to account for the unnatural increase in opens.

In addition to research, the report shows how brands are adapting their marketing for the new normal of iOS 15 and beyond.

Other highlights from the report include:

  • The average open rate for the 11 months post-launch (October 2021 onwards) is 93.6% higher than the same period last year.
  • In the first eight months of 2022, open rates increased by 93.5% year-over-year. In 2021 he was up 18.9% and in 2020 he was up 21.8%.
  • Click-based email automation can help you grow your sales. This report explores specific ways brands are moving from open-based marketing to click-based marketing.
  • Merchants should add high-engagement opt-in marketing channels such as SMS to engage unengaged email subscribers.

Adaptability is essential for ecommerce brands and today’s environment. CEO and co-founder Rytis Lauris said Omnisend stands ready to help customers navigate these changes.

“We knew iOS 15 would impact brands’ email marketing reports and strategies,” says Lauris. “So we have been preparing our customers for this transition from day one, both through education and platform updates. was to do.”

Greg Zakowicz, e-commerce marketing expert at Omnisend, pointed to the shift from open-based to click-based marketing strategies and said brands couldn’t be better positioned to make the switch.

“The ability to create click-based rules and create engagement-based segments within an automated messaging workflow has never been easier,” said Zakowicz. “Not only is it easier for brands to achieve, but by enabling brands to deliver more relevant messages during the customer’s shopping journey, the net result is creating a better customer experience.”

About Omnisend Omnisend is an e-commerce-tailored email and SMS marketing automation platform built to help agile teams increase revenue without increasing workload. One-click ecommerce stack integrations, pre-built workflows, and intuitive drag-and-drop editing make it easy to get up and running without diving into the details unless you need to.

Over 75,000 ecommerce brands use Omnisend to grow their business on autopilot and convert customers with fast-build, relevant emails and texts.

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