Since 2013, as many as 30% of emails sent to Gmail may have been inaccurately attributed as opened. Why? Because Google set up proxy servers to open emails, informing Email Marketing Platforms that an email was opened, even though the recipient may NOT have opened it.
Since Apple Mail is between 11-13% of the email market, open rates are going to be even more unclear due to the upcoming Mail Privacy Protection.
In essence, open rates have been subject to inaccuracy for the past eight years due to Google’s attribution methods. As Gmail has 18% of the email client market, you may have experienced inaccurate open rates for some time now, unbeknownst to you.
How else will iOS 15 affect your marketing?
The Death of Email?
The reports of my death have been greatly exaggerated. mark twain
As we uncovered last Black Friday, email still reigns supreme as an effective fantuan database marketing channel. According to our platform data, marketers sent 834 million promotional emails in the lead up to Black Friday, 21% more than the previous year. There was also a 12% increase in email click-throughs compared to 2019.
The death of email has been long exaggerated. Email is going strong, especially when combined with an omnichannel strategy that marketers can leverage to connect with customers across all devices, to provide unique 1:1 real-time experiences.
The real winner with email is it has a 44x ROI. It’s amazing that you can spend $1 on email and expect $44 in return.
With regulations such as GDPR in Europe, the USA’s CCPA, and Singapore’s PDPA, marketers who continually adjust and adapt their strategies to include an omnichannel approach continue to dominate their competitors who have yet to implement such a strategy. This was evident through the lockdowns of last year as brands with a digital-first approach thrived.