Email marketing is a pivotal part of every business’s marketing strategy – or at least it should be. It not only gives you the opportunity to market to your customers, but also allows you track behaviours such as who has opened your email. Having access to this information tells you what type of email content your users best engage with and at what time, which helps shape your email marketing strategy going forward.
How does this tracking work?
Tracking works when the sender implements a tiny invisible image (pixel) into the email via either a CRM system or manually implementing a tracking code into the email code. These pixels are downloaded along with the other images in the email and can record an open and how that person engages with that email (any clicks, downloads etc.).
However, this could all be about to change….
Apple’s iOS 15 update in Autumn will change the way we send emails to Apple Mail
As the latest iOS 15 update release date approaches, with it brings some challenges for marketeers.
In this latest Apple update, in the Mail app, the Mail Privacy Protection will stop sending pixels in emails so that we can no longer track their activity, IP address or determine their location based on the information these pixels usually collect. (Although please note this will only impact those recipients who are using Apple Mail).
Why is this happening?
With GDPR making data protection and privacy a number one priority throughout businesses, Apple want to give users better control and manage access to their data.
“Privacy has been central to our work at Apple from the very beginning,” said Craig Federighi, Apple’s senior vice president of Software Engineering.
“Every year, we push ourselves to develop new technology to help users take more control of their data and make informed decisions about whom they share it with. This year’s updates include innovative features that give users deeper insights and more granular control than ever before.” *
But don't worry
There are still plenty of other ways that you can reach out to your customers and capture engagement.
Bluestorm offer a variety of digital marketing services (including email marketing!) which can help you market to your customers in the most effective and efficient way possible.
Want to know more? Grab a brew and let’s have a chat today!