As part of Monday’s iOS 15 release, Apple plans to remove developer access to important user data, and email marketers are facing a dilemma on how to understand metrics. To find out how the industry is tackling this issue, we talked to Vivek Sharma, CEO of. Movable ink, A software consultant that helps marketers act on the data they collect.
Apple is planning to remove developer access to important user data as part of its iOS 15 release on Monday, leaving email marketers in a dilemma about how they will figure out metrics. To find out how the industry is approaching this problem, we spoke with Vivek Sharma, CEO of Movable Ink, a software company that helps marketers act on the data they’re collecting.
The email marketer game changer with this update has the option to hide the IP address as an Apple Mail user.
How can marketers pivot their tactics and stay in control of their metrics? Sharma believes it will focus on downstream metrics rather than open rates, such as clicks, conversions, and revenue. “It sounds great, but the data is scarce. But by definition, the funnel type is narrower. At that point, few people can reach it, so is something working? It can take some time to find out. “
According to Sharma, zero and first-party data is what companies are paying attention to. “There are two elements. There is” open “as an indicator, and there is some information obtained at the time of opening such as IP address, time, estimated weather, etc., and it is recognized as a data leak. These are just a few data points. Tends to be like that We have already invested and have the right to know more about our clients, “he says.
According to Sharma, the challenges are: How can marketers collect zero-party data in an interesting and visually compelling way and personalize its content on a large scale for all their customers?
Sharma says, “Everything here is a poll question.” What do you usually buy? “” What is your shoe size? “And they are giving you loyalty points. So there is an exchange of value that is happening here. They learn about you in a clear way and give you an easy way to engage with the brands you are interested in. “
Sharma outlines three points from iOS 15 for email marketers.
The News Highlights
- As Release of iOS 15 is Approaching, Marketers should plan for more DIY Standards
- Check the latest update on Security news
For Latest News Follow us on Google News
- Show all
- Trending News
- Popular By week