You have probably already heard of the changes Apple announced with iOS 15 and that it will have an impact on your ecommerce email marketing. We wanted to cut through the noise and provide a clear checklist of eight things you can do right now to prepare for this change.
Apple is likely to launch iOS15 in September, so August is the perfect time to put these steps into action. If you need a little more background on this change check out our previous blog post here.
Learn what you can while you still have reliable open rate data:
1. Prune your list
Now is a good time to ensure you have a healthy and engaged email list. As a general rule, we recommend that you prune your list to remove anyone who has not opened an email for more than 90 (or up to 180) days, or purchased from you in the last year. Pruning can help improve email deliverability and your marketing ROI.
2. A/B test automated email subject lines
If you are sending automated emails (like abandoned cart, post-purchase, and a welcome series), now is the time to A/B test your email subject lines. This will help you land on the highest converting subject lines for your automated sends.
3. Test new offers and strategies
Planning to try a new offer or discounting strategy? Test and learn different offers so you get a better understanding of what resonates with your customers.
Prepare for a post open-rate world with these important strategies:
4. Define your new core metrics
If you are still treating open rates as one of your core metrics, you’ll need to adjust. We recommend focusing on click-through and repeat purchases as core metrics for business health. Remember to also update any benchmarks you use for email success, as you won’t be able to rely on past performance based around opens.
5. Review and adjust your automated email flows
Do you have automated emails dependent on open rates? If so, you’ll need to adjust these to have different triggers, like click-through.
6. Lean in to your onsite activity data
In the absence of open rates, your customers’ onsite behavior will be even more important in measuring your audience engagement. Make sure you track and adjust your marketing based on things like product pages viewed, catalogue pages viewed, and carts created.
7. Repeat email offers on your site and in other channels
Use personalized onsite pop-ups and SMS marketing to test and learn what is most valuable to your customers, and use this data to inform how you segment and send emails to your audience.
8. Adjust your testing strategy
You can and should still A/B test your emails, including subject lines, but you’ll need to use a new signal of success like click-through.
To learn even more about these changes and their impact on the marketing ecosystem, check out the recent roundtable with Drip’s CEO, John Tedesco, and other thought leaders in the ecommerce space.