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Open Rates No Longer A Reliable Metric for Apple Mail Users

Open Rates No Longer A Reliable Metric for Apple Mail Users

Mara Heathcote

RIP Open Rates: Study Finds Apple’s iOS 15 Update Shatters a Key Metric

TLDR
  • Apple has accomplished its goal of privacy protection, according to marketing software platform, Movable Ink and, with it, said goodbye to the reliability of email open rates.
  • Email open rates are no longer a reliable metric for Apple Mail users, who account for 53% of Apple users.
Brief

In June 2021, Apple announced its Mail Privacy Protection (MPP) for the Apple Mail app at the Worldwide Developers Conference (WWDC) as a part of its iOS 15 software update. To bolster Apple’s privacy measures, MPP aimed to restrict email senders from knowing whether a user has opened an email. No longer having access to reliable open rates means marketers are in danger of over emailing people who are inactive on a marketer’s mailing list. Additionally, marketers emailing about new products cannot rely on sending follow-up emails to those who have opened the message. 

Still, the direction of travel for the wider industry indicates this is a case of short-term pain for longer-term gain. “When every brand starts to focus on real personalization, they will come out ahead,” according to Sharma. “And this will turn out to be more of a blip than a series of changes that have happened over the last 15 years in the email landscape.”

  • Read the full article from AdWeek


Marketers increasingly turn to TikTok for influencer marketing

TLDR
  • US marketers' interest in TikTok for influencer marketing has skyrocketed since early 2020, as the app has transformed from a novelty to a social media mainstay. 
Brief

While brands are still pinpointing their TikTok marketing strategies, the app is popular for use on an experimental basis, in combination with campaigns on more stable platforms like Instagram and Facebook. By 2025, 54.9% of marketers will take advantage of TikTok influencers, and 66.4% of influencer marketers will make use of the app. Marketing strategies may shift as the app's audience continues to take form, but overall popularity will remain high. Only Instagram and Facebook beat out TikTok's popularity among influencer marketers. More marketers plan to use TikTok than YouTube, Twitter, or Snapchat in 2022.


More than half of social media influencers participate in the metaverse

TLDR
  • The report is the first in a series of research studies focusing on influencers’ key roles in adopting new trends, technologies, and platforms in and around the metaverse.
Brief

Research done by IZEA shows that influencers are early adopters of these new platforms and share our excitement around the opportunities available in the rapidly developing metaverse. IZEA has already been executing collab's in the metaverse with customers and expects this trend to accelerate as adoption spreads. 

When asked what is holding consumers back from joining the metaverse, 20% said they are waiting for virtual reality (VR) technology to become more affordable and 12% are waiting for VR tech to improve. 66% of consumers looking to join the metaverse expect to purchase a VR device in the next three years. Respondents named Chipotle, Coca-Cola, Clorox, Google, Marvel, Cartoon Network, Nike, Red Bull, Skillshare, and Skittles as brands they have seen in the metaverse.

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