Apple’s iOS 15 mail privacy settings have made it challenging for marketers to rely on email open data when trying to understand their campaign success. As a big portion of tracked email opens no longer represent user behavior, it’s now ruled as an unreliable metric.
But don’t panic – there’s an alternative accurate metric that’s more reliable when understanding your campaigns: the click rate. This metric can generally be relatively low, but before rushing over to adjust your emails, hold that thought! It’s important to look at all the steps in the funnel before the click happens, to identify any pre-delivery blockers that may have impacted your clicks. For instance, one common reason could be that not all emails were successfully delivered into the recipients’ inbox.
Now, for those emails that did land in inboxes but generated low clicks, here’s where you need these nine essential practices to optimize your email marketing performance. Let’s dive in!
Your content is critical when trying to encourage email engagement. The more visually appealing, interesting, and relevant your email is, the more likely they’ll interact and click.
Use large buttons and links that are easy to click on, and ensure they are prominently placed in your emails. Use descriptive and actionable link text that tells readers exactly what happens when they click on the link.
Test different variations of your subject lines and email content to determine what works best with your audience to improve your open and click-through rates.
Many people access emails on their smartphones. It’s important your emails are mobile-friendly and easy-to-read on small screens. If the email content does not render well on mobile devices, chances are high that users will drop out early without having engaged with the content.
Encourage subscribers to engage with your emails by asking for their feedback, running polls & surveys, and include interactive elements such as games and quizzes. Interactivity makes emails more engaging and drives better results in your email marketing efforts.
By segmenting your email list based on location, demographics, interests, purchase history, and more, you can send more targeted and personalized emails for better relevancy and engagement to your subscribers.
Email automation helps you send targeted and personalized emails to your subscribers based on specific actions they take or inactivity.
These have a big effect on open rates and click rates, so it’s worthwhile investing effort into optimizing the send-out times.
Understand how your emails are performing through your data and identify opportunities for improvement.
Best practices are a great starting point, but every brand audience is different in their preferences and behavior. Insight-led marketing is key in your marketing, and you’ll only know what works if you implement an approach where you test, learn, optimize, and repeat. Growth hacking is a highly recommended approach to conduct this testing and optimization cycle to drive your marketing performance.
Mapp’s Strategic Data Consulting is a team of experts in Data Collection, Data Analysis, and Digital Marketing to help you improve your marketing results. We provide individually designed Dashboards to help deliver meaningful insights that guide customers towards new marketing tactics, question the established email sending habits, or refine targeting and segmentation strategy.
We’re big on insight-led marketing and we’re following a Growth Hacking approach that’s all about being data-driven using an agile methodology for delivering results fast – without long and complex approval processes or roadmaps. Instead of gut feeling we work data-driven. Instead of long discussions we run fast tests. Instead of involving big teams, we keep it simple and implement as much as possible ourselves, always in close cooperation with our customers.
Get in touch if you want to take the next step and grow your marketing results!
Christmas has been a key calendar date for brands and retailers for decades, and its appeal continues to this day. In 2021, UK retail sales... Read More »
After months of building up anticipation, Apple has recently launched iOS 15. The new OS comes with various advanced privacy features. The companies’ declared goal... Read More »
The Apple Mail Privacy Protection will be released this week with iOS 15. It has initiated turmoil in the Digital Marketing world, as it will... Read More »
Apple’s iOS 15 mail privacy settings have made it challenging for marketers to rely on email open data when trying to understand their campaign success. As a big portion of tracked email opens no longer represent user behavior, it’s now ruled as an unreliable metric.
But don’t panic – there’s an alternative accurate metric that’s more reliable when understanding your campaigns: the click rate. This metric can generally be relatively low, but before rushing over to adjust your emails, hold that thought! It’s important to look at all the steps in the funnel before the click happens, to identify any pre-delivery blockers that may have impacted your clicks. For instance, one common reason could be that not all emails were successfully delivered into the recipients’ inbox.
Now, for those emails that did land in inboxes but generated low clicks, here’s where you need these nine essential practices to optimize your email marketing performance. Let’s dive in!
Your content is critical when trying to encourage email engagement. The more visually appealing, interesting, and relevant your email is, the more likely they’ll interact and click.
Use large buttons and links that are easy to click on, and ensure they are prominently placed in your emails. Use descriptive and actionable link text that tells readers exactly what happens when they click on the link.
Test different variations of your subject lines and email content to determine what works best with your audience to improve your open and click-through rates.
Many people access emails on their smartphones. It’s important your emails are mobile-friendly and easy-to-read on small screens. If the email content does not render well on mobile devices, chances are high that users will drop out early without having engaged with the content.
Encourage subscribers to engage with your emails by asking for their feedback, running polls & surveys, and include interactive elements such as games and quizzes. Interactivity makes emails more engaging and drives better results in your email marketing efforts.
By segmenting your email list based on location, demographics, interests, purchase history, and more, you can send more targeted and personalized emails for better relevancy and engagement to your subscribers.
Email automation helps you send targeted and personalized emails to your subscribers based on specific actions they take or inactivity.
These have a big effect on open rates and click rates, so it’s worthwhile investing effort into optimizing the send-out times.
Understand how your emails are performing through your data and identify opportunities for improvement.
Best practices are a great starting point, but every brand audience is different in their preferences and behavior. Insight-led marketing is key in your marketing, and you’ll only know what works if you implement an approach where you test, learn, optimize, and repeat. Growth hacking is a highly recommended approach to conduct this testing and optimization cycle to drive your marketing performance.
Mapp’s Strategic Data Consulting is a team of experts in Data Collection, Data Analysis, and Digital Marketing to help you improve your marketing results. We provide individually designed Dashboards to help deliver meaningful insights that guide customers towards new marketing tactics, question the established email sending habits, or refine targeting and segmentation strategy.
We’re big on insight-led marketing and we’re following a Growth Hacking approach that’s all about being data-driven using an agile methodology for delivering results fast – without long and complex approval processes or roadmaps. Instead of gut feeling we work data-driven. Instead of long discussions we run fast tests. Instead of involving big teams, we keep it simple and implement as much as possible ourselves, always in close cooperation with our customers.
Get in touch if you want to take the next step and grow your marketing results!
Christmas has been a key calendar date for brands and retailers for decades, and its appeal continues to this day. In 2021, UK retail sales... Read More »
After months of building up anticipation, Apple has recently launched iOS 15. The new OS comes with various advanced privacy features. The companies’ declared goal... Read More »
The Apple Mail Privacy Protection will be released this week with iOS 15. It has initiated turmoil in the Digital Marketing world, as it will... Read More »