5 Ways to Hack the iOS 15 Updates with Email Marketing

Year after year, email marketing is picked by most brands as their preferred way to connect with their audience. But as many of you know, Apple iOS 15's new privacy updates made that relationship a little bit hazy.

But despite Apple’s updates (more of which are sure to come), there are still a handful of powerful ways you can capitalize on vital data points and deliver personalized marketing.

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1. Collect Data and Capitalize On It

The iOS 15 update hid some of our most useful metrics, such as email open rates, and a profile’s location making our pool of gatherable data a little more shallow. But there are still various data points you can collect and use to drive conversions — specifically, Zero-Party Data and First-Party Data. 

Zero-party data are characteristics voluntarily provided to you by your audience. Think info gained through pop-up forms, quizzes, and embed forms.  

First-party data, which is typically defined as the data you collect from interactions with customers, are data points iOS still allows you to round up. Things like

• Engagement level
• Purchase history
• Site activity

The combination of the two forms of data can help begin targeting your audience with incredible accuracy. 

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2. Segment Your Audience 

So now that you’ve created a cache of actionable data, it’s time to start segmenting your audience. Because what your customers want is something a little more personal, a little more likely to stand out in their ever-crowding inbox. 

Enter segmentation.

Segmentation is the process of sorting your audience into groups that share similar characteristics — characteristics that you’ve gathered via First- and Zero-Party Data. That way, you can cater your messaging and create seemingly customized content that’s more likely to resonate and drive conversions.

Ideas for segments are things like:

• Product interest
• Cart value
• Purchase history
• Site activity
• Engagement level (based on email clicks, site activity, purchase history)

By no means is this list exhaustive. What matters is that our broadcast campaigns are sent to highly segmented groups. Because poor segmentation leads to poor deliverability metrics, which can easily hurt your sender reputation and your ability to communicate with your audience as a whole.

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3. Add SMS (Start Texting Your Customers) 

Segmentation isn’t solely for email. Data points gathered in the preliminary stages of email campaigns can be used for SMS marketing as well.

Usually, email open rates hover around 20%, whereas according to some estimates, SMS open rates land at around 98% percent.

Needless to say, SMS can be extremely effective at engaging with your customer base and driving web traffic and a must-have in your digital marketing tool belt. 

It should be noted, however, that having your customer’s phone number is a privilege — and not one that should be taken lightly. And that’s where segmentation takes center stage. It’s those carefully crafted delivery plans that define the difference between effective marketing and spam.

Never send spam.

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4. Keep Up With Email Design Trends

Design trends in digital marketing are always moving towards accessibility, and that’s especially true of email design in 2022. 

When you sit down to kick off an email campaign, it might be worth keeping some of this in mind:

• 63% of all emails are opened on mobile devices
• Dark mode is becoming hugely popular, specifically with Gmail users
• Attention spans continue to drop, so consider scannability
• Accessibility will help you reach even more people

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5. Jump on the Klaviyo Train 

But if you don’t have the right email marketing service, all that work on data collection, segmentation, and optimization won’t amount to a whole lot. Truthfully, some of the most popular email service providers provide ineffective segmentation, social integration, data collection, all of which lead to lackluster results and overcharged accounts. 

Luckily, there are far better options, namely Klaviyo.

On average, brands that switch from Mailchimp to Klaviyo see a 46% increase in revenue. Klaviyo touts an adaptive and sophisticated system for advanced segmentation, automation, and data collection — everything you could ever want for your email strategy.

Plus, with SMS marketing now part of Klaviyo’s offerings, you can use one platform to leverage your customer insights and data to effectively communicate across two different channels.

It’s no wonder we’re proud to be one of 60 agencies worldwide designated as a Platinum Partner with Klaviyo. 

It’s Possible To Fix Your Tracking After iOS 15

When technology shifts, digital marketers need to adapt fast. With an intelligent and adaptive email marketing campaign, you’ll excel while your competitors lag. Invest in email marketing this year, and you’ll be sure to create an intimate and unforgettable brand experience for your customers in 2022.