Apple plans to remove developer access to important user data as part of its iOS 15 release on Monday, leaving email marketers in a dilemma over how they will understand metrics. To find out how the industry is approaching this issue, we spoke with Vivek Sharma, CEO of Movable Ink, a software company that helps marketers take action on the data they collect.
This conversation builds on our August Extra Crunch article exploring how email marketers can prepare for changes to Apple’s email privacy protection.
The game changer for email marketers with this update is that as an Apple Mail user you will have the option to hide your IP address.
How can marketers pivot their tactics to stay in control of their metrics? Sharma thinks we’re going to focus more on downstream metrics rather than open rate – on clicks, conversions, and revenue. “It sounds great and all, but you have less of this data. But by definition, this funnel narrows; there are fewer people to go to at this point, so it may take you longer to figure out if something is working or not working for you.
Help TechCrunch find the best growth marketers for startups.
Provide a recommendation in this quick survey and we’ll share the results with everyone.
Sharma says zero data is something companies have focused on. “There are two things: ‘open’ as a metric, and some of the information you get at open time, like the IP address, time of day, and inferred weather. Things like IP address, time of date, etc. are perceived as a data breach. These are just a few of the data points that marketers will no longer have access to. Therefore, they use first and zero-party data in which they have already invested. “
The challenge, according to Sharma, is: How can marketers collect zero-party data in an interesting and visually appealing way, and then personalize their content for each customer at scale?
One of the ways Movable Ink has collected third party data is shown below:
Sharma says, “Everything here is a poll question: ‘What do you usually buy? ” ‘What’s your shoe size?’ And they give you loyalty points back, so there’s a value exchange going on here. They know you clearly and provide you with an easy way to engage with the brand that interests you.
Once you have the data, the question is: how do you use it? Below we see an example of JetBlue.
Sharma presents three iOS 15 takeaways for email marketers:
- Focus on funnel metrics like clicks and conversions.
- Invest in your zero and first party data assets. Real personalization is what people experience and what they see. You can do this from your zero and first party assets.
- Email is a great channel to engage your customers because it’s a mature channel you’ve invested in. Email is a great channel for building a one-on-one relationship with your customer, and more. It has gone through a lot of changes over the past 10 or 15 years. The industry will evolve and we will find that balance between privacy and personalization.