Deliverability Defined

Apple’s New Privacy Changes

Jul 6, 2021

38:44

You’ve probably heard about Apple’s latest privacy changes. Their new OS includes an update that marks all emails as opened, removing a metric many senders relied on to measure email success.

Privacy is incredibly important and there’s no universe where senders are entitled to a recipient’s data. However, as deliverability specialists, it’s our job to find workarounds that help senders reach the inbox of their subscribers. And there’s no denying this update has impacted senders’ ability to reach that top deliverability spot, simply because a data point we previously relied on no longer exists!

In this episode, Alyssa and Melissa explain how to get creative and reach subscribers in Apple’s new world, why ignoring the update is your worst marketing move, and the new north star metric for measuring email success.

“Get creative about getting more clicks and measuring engagement differently. And then once you’ve done that, I would say every six months, send an email to everyone who has not clicked or purchased in the last six months, and ask if they want to stay on your list.” ~ @alyssa_dulin

Main Takeaways

[15:10] Clicks are suddenly more important when it comes to measuring email success. They will likely become the metric open rates once were. To incentivize clicks, embed like buttons into your emails.
[17:24] Consider sharing less in the email itself and adding a “read more” button for recipients to click on.
[19:09] Include crystal clear calls to action. Don’t make recipients’ wade through thick text to find that coveted “click here to stay subscribed” button.
[21:36] Incentivize clicks by offering prizes or bonus content for recipients that consistently open or read emails.
[22:59] List cleaning is still important, but now you have to approach it differently. You have to start removing people from your list who appear to be opening your emails based on other data points that indicate they are cold subscribers.
[30:05] This update also makes it more difficult for ESPs like ConvertKit to identify spam.

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