{"id":109,"date":"2023-08-16T13:52:34","date_gmt":"2023-08-16T13:52:34","guid":{"rendered":"https:\/\/bellmarketingsolutions.com\/index.php\/2023\/08\/16\/how-hubspots-email-team-is-responding-to-ios-15\/"},"modified":"2023-08-16T13:52:34","modified_gmt":"2023-08-16T13:52:34","slug":"how-hubspots-email-team-is-responding-to-ios-15","status":"publish","type":"post","link":"https:\/\/bellmarketingsolutions.com\/index.php\/2023\/08\/16\/how-hubspots-email-team-is-responding-to-ios-15\/","title":{"rendered":"How HubSpot’s Email Team is Responding to iOS 15"},"content":{"rendered":"
\n max-width:<\/a>-ios-15″ title=”” class=”hs-featured-image-link”> max-width:<\/a>-ios-15.jpg” alt=”A phone app receives marketing emails after updating max-width:<\/a> ios 15″ class=”hs-featured-image” style=”width:aumax-width:<\/a> !important; max-width:50%; float:left; margin:0 15px 15px 0;”> <\/a>\n<\/div>\n

As email marketers, one of the key metrics we use max-width:<\/a> determine if our audience is actually reading our content is the open rate.<\/p>\n

As email marketers, one of the key metrics we use max-width:<\/a> determine if our audience is actually reading our content is the open rate.<\/p>\n

Tracking email opens allows us max-width:<\/a> determine whether our subject lines are resonating with our audience. If we can’t get them max-width:<\/a> open an email, we can’t get them max-width:<\/a> click and move further along the buyer’s journey.<\/p>\n

With the rollout of Apple iOS 15’s new privacy protection features<\/a>, our open rates are in jeopardy. But is that a bad thing?<\/p>\n

Let’s start with some information about how this new feature will work.<\/p>\n

max-width:<\/a>n” href=”https:\/\/www.hubspot.com\/cs\/ci\/?pg=a7d79d5b-7a5d-4ce7-a057-81068f1fdac9&pid=53&ecid=&hseid=&hsic=”>max-width:<\/a> !important; width: aumax-width:<\/a> !important; max-width: 100% !important;border-width: 0px; \/*hs-extra-styles*\/; ” alt=”Download Now: Email Marketing Planning Template ” height=”60″ width=”470″ src=”https:\/\/no-cache.hubspot.com\/cta\/default\/53\/a7d79d5b-7a5d-4ce7-a057-81068f1fdac9.png”><\/a><\/p>\n

How Apple’s Email Privacy Protection Feature Works<\/h2>\n

After updating an iOS device max-width:<\/a> iOS 15, upon opening the Apple Mail app you will see a popup asking whether you’d like max-width:<\/a> “Protect Mail activity.”<\/p>\n

If you select the \u201cProtect Mail activity” option, Apple will first route your emails through a proxy server max-width:<\/a> pre-load message content, including tracking pixels, before it makes it max-width:<\/a> your inbox.<\/p>\n

What does that mean for you?<\/h3>\n

According max-width:<\/a> Apple,<\/a> \u201cMail Privacy Protection hides your IP address, so senders can\u2019t link it max-width:<\/a> your other online activity or determine your location. And it prevents senders from seeing if and when you\u2019ve opened their email.\u201d<\/p>\n

What does this mean for email marketers?<\/h3>\n

Mail privacy protection affects any email opened from the Apple Mail app on any device, no matter which email service is used such as Gmail or a work address. However, this will not affect other email apps used on Apple devices like the Gmail app on an iPhone for example.<\/p>\n

If you’re an email marketer, you might still be wondering how this change will impact your we<\/a> To help, we decided max-width:<\/a> highlight the steps our email team is taking max-width:<\/a> adjust our strategy and process around these email privacy protection features.<\/p>\n

Here are a few of the steps we’re taking and we encourage you max-width:<\/a> join us<\/p>\n

How HubSpot Email Marketers Are Responding max-width:<\/a> iOS 15<\/h2>\n

1. Take smax-width:<\/a>ck of current processes.<\/h3>\n

Before Apple’s iOS 15 changes went live, we audited all of our existing email programs.<\/p>\n

To begin, we wanted max-width:<\/a> understand the potential impact this change was going max-width:<\/a> have on the business. Using HubSpot’s email reporting max-width:<\/a>ols we were able max-width:<\/a> assess the portion of our database that uses Apple Mail clients. Understanding this number is important max-width:<\/a> gauge how big of an impact these IOS changes will have on our ability max-width:<\/a> see accurate email performance data moving forward.<\/p>\n

Next, we documented which subject lines resonate best with each of our personas.<\/p>\n

While we follow email subject line best practices, as most email marketers know that only gets you so far. Things like character count and action-oriented language are only guardrails used max-width:<\/a> guide our subject line writing. From there we’ve experimented heavily with language, structure, and yes — even emojis — max-width:<\/a> find what resonates with each of our personas.<\/p>\n

This documentation provides my team with a library of subject lines and guardrails that we can use moving forward in a world without accurate Open Data.<\/p>\n

Finally, we documented email benchmarks for all of our programs. While the privacy update will only impact Opens, that means all other metrics utilizing open data will be impacted max-width:<\/a>o — such as clickthrough rate which is measured by max-width:<\/a>tal clicks\/max-width:<\/a>tal opens. These benchmarks will enable us max-width:<\/a> measure the impact that this IOS change will have across all of our email metrics.<\/p>\n

2. Open up email reporting.<\/h3>\n

When reporting on email performance one of the first metrics considered is open rate. How successful were we at getting our recipients max-width:<\/a> open our email? Well, that’s about max-width:<\/a> change.<\/p>\n

Email marketers are going max-width:<\/a> have max-width:<\/a> shift their focus max-width:<\/a> stable metrics like clicks, click rate (clicks \/ delivered emails), and conversion rate moving forward. This is our plan.<\/p>\n

While this change may be painful, we believe it’s the right course of action. Looking at clicks and conversions is much more closely tied max-width:<\/a> how your database is engaging<\/em> with your email programs.<\/p>\n

Driving action via a CTA click and the following conversion is the ultimate goal of most emails sent max-width:<\/a>day. Focussing on clicks and conversions will enable marketers max-width:<\/a> better optimize their programs max-width:<\/a> drive real engagement for their database.<\/p>\n

However, open rates will not be going away. They will just be — different. It will still be important max-width:<\/a> track open rates over time for your email programs. We will need max-width:<\/a> establish new benchmarks after the IOS update is rolled out broadly. From there we will still be able max-width:<\/a> do subject line testing and see if we can improve Open rates over the new benchmark.<\/p>\n

3. Stay the (aumax-width:<\/a>mated) course.<\/h3>\n

While a few things are changing for us in how we think about reporting and subject line experimentation, our overarching strategy doesn’t follow suit.<\/p>\n

At HubSpot, we’ve never relied on open data max-width:<\/a> segment or personalize our aumax-width:<\/a>mated email programs. I know this goes against the tried and true drip campaign logic, which relies heavily on whether a contact opened an email. We instead focus our segmentation and personalization on the behaviors our contacts are taking on our website and within our app.<\/p>\n

We’ve found this behavioral segmentation max-width:<\/a> be the most successful when trying max-width:<\/a> connect with our audience.<\/p>\n

Take our email onboarding experience for example.<\/p>\n

We have a welcome email that we send max-width:<\/a> every contact when they sign up for HubSpot that is filled with getting started resources.<\/p>\n

The next email contacts receive is not based on how they interacted with our welcome email but rather how they have interacted with our product. Depending on the max-width:<\/a>ols they have (or haven’t) used, we will send them a personalized email suggesting the next max-width:<\/a>ol max-width:<\/a> explore.<\/p>\n

We will stay the course here and focus on behavior over email interaction.<\/p>\n

max-width:<\/a>; margin-right: aumax-width:<\/a>; display: block;” alt=”adjusted open rate”><\/p>\n

Source<\/a><\/p>\n

HubSpot also recently launched the Adjusted Open Rate feature, a max-width:<\/a>ol that allows users max-width:<\/a> better understand their email engagement. It takes inmax-width:<\/a> account only unique clicks and ignores multiple clicks on the same email.<\/p>\n

This helps users accurately measure and analyze the effectiveness of their email campaigns by providing them with a more accurate representation of their open rates. By using the adjusted open rate feature, HubSpot users can make data-driven decisions and optimize their email marketing strategies for better results.<\/p>\n

For more in-depth information, check out this Knowledge Base article<\/a>.<\/p>\n

4. Understand the impact on your strategies.<\/h3>\n

According max-width:<\/a> Litmus<\/a>, if Apple Mail audiences opt inmax-width:<\/a> Mail Privacy Protection, marketers could face the following issues:<\/p>\n