Here's what I learned from Alex Chan - our digital content & email manager, @londonm:
Currently, we haven’t seen very much of impact as it will occur over a longer period of time. We’ve been primarily keeping an eye on our larger newsletters that have pretty consistent audiences. I’ve also been trying to keep up with webinars and articles talking about and updates regarding the iOS15/Mail Privacy Protection. So far it seems that adoption for iOS15 has been slower than past updates so the impact is still relatively small for now, but again will likely be steady over the next year.
For most email communications, we’re mostly moving away from focusing on open metrics. Clicks still are valid and through the use of Google Analytics in all our emails, especially solicitations, we’re able to see how well specific marketing efforts perform in regards to gifts. I believe newsletters are really the biggest thing that will be impacted in regards to open metric not being truly accurate since a lot of the content can be digested within the email. We do have a tool that was included with SF Marketing Cloud, Validity Everest, that let’s us include a pixel in a limited amount of our email communications to see what number of opens were from what email clients such as Apple Mail. I would potentially recommend that our Litmus’ analytics tool to provide a deeper insight of their email communications. Although, a recent webinar I watched with email experts mentioned that email sending platforms will likely adjust to iOS15, but wouldn’t likely be until sometime next year as they’re still trying to understand how Mail Privacy Protection is set up and they’ve been finding new information as time passes.
Here may be some helpful resources:
If you'd like to discuss further - or in the future - with him let me know! Anyone else have thoughts?
I'll have to check with our Marketing team, Michael. We're currently not tracking development officer email opens. But I know they do for large appeals.
Hi everyone, wondering how everyone is handling the recent iOS 15 updates that restricts the ability to track email opens? Organically, we are moving more towards SMS donation asks and pledge reminders. We still track opens but have to talk with our fundraisers about the idea that they are less meaningful now. Here is the reading material for those who need more info: https://blog.hubspot.com/marketing/how-apples-ios-15-could-impact-email-marketers