That's why website traffic and even conversions from your marketing emails can be tracked when sending through software like HubSpot. For example, while HubSpot's acquisition team might send emails with goals of landing page conversion, our Blog team sends emails filled with blog posts to encourage traffic to our blog. Looking at clicks and conversions is much more closely tied to how your database is engaging with your email programs," Website Traffic and Leadsįor email marketers, engagement isn't their only goal. In a previous blog post, Jordan Pritikin, who leads HubSpot's Email and Growth Marketing teams, similarly explained, " is the right course of action. And, aside from those metrics, features like click maps, let you see exactly where people are clicking in your email, offering you a glimpse of what portions of your email are most (and least) engaging. Ultimately, KPIs like clicks and click-through rates can tell you how engaging your content is. With the update, users can prevent email marketers from seeing when and if they opened a marketing email.īut don’t worry, this just means it’s time to turn to other KPIs like clicks, click-through rates, web traffic, click maps, unsubscribe rates, and audience surveys: Clicks, Click Rate, and Clickthrough Rate The KPI hit the hardest by iOS 15 is email open rates. So let’s take a closer look at which KPIs became more and less important in a post-iOS15 and GDPR world. In fact, it's one of the first strategies our own email team used when navigating the changes. These are the most popular strategies they used:Īt #1, 62% of impacted email marketers started prioritizing different KPIs to measure the effectiveness of their marketing efforts. 4 Ways Email Marketers Are Adapting to Data Privacy ChangesĪfter the initial panic, email marketers began finding creative ways to reach their target audience and measure the impact of their marketing efforts. So let’s explore how exactly they did that. With location-based targeting, click-through rates, open rates, and A/B testing taking a hit, many email marketers have no choice but to adapt. More importantly, data privacy changes clearly have a meaningful impact on certain functions that have been core to email marketers' jobs. I also asked them to share how their email marketing strategy has been affected by each, and interestingly enough, the results were very similar.Įmail marketers in both camps were most impacted by the same factors, in the same order:įor one, these changes have a similar impact whether you are affected by Apple iOS15, GDPR, or both. In the survey, I found that 65% of email marketers say they’ve been impacted by both Apple’s iOS 15 updates and GDPR. How Are Data Privacy Changes Affecting Email Marketing Strategies? This will help us understand how some marketers made the most out of the situation and came out on top, while others weren’t able to keep up. To answer this, let's break down our survey data on the specific ways data privacy changes affected email marketers, and the strategies they took to adapt. Admittedly, 29% said the changes had a negative impact, but 24% said the contrary, claiming data privacy changes had a positive impact on their marketing strategy. While two-thirds of email marketers surveyed report a moderate-to-significant impact on their email marketing strategy, whether the impact was positive, neutral, or negative, is not as clear-cut as you might assume.įor starters, 47% of email marketers say the impact of data privacy changes was neutral on their email marketing strategy. Surprisingly, my survey shows that the changes, while definitely impactful, were not all bad. Now that enough time has passed to see the impact of data privacy changes, I surveyed 300 email marketers to understand how iOS 15 and GDPR changes have affected their marketing strategies and the steps they took to adapt.Ĭhange can be scary for all of us, but when that change includes reduced visibility into email analytics, it's no surprise that email marketers were shaking in their boots when iOS15 was announced. Considering that Apple Mail and Apple mobile devices make up over 35% of the global email provider market share, those fears didn’t seem too far-fetched.īut the question remains – were these fears well-founded or were they false alarms?
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