In March, Litmus said that 61% of users who open an email do so through Apple Mail.
MixPanel says 80% of these people have activated the AMPP feature .
Do you see that white flag waving? It’s the open rate partners email lists capitulating. It’s now almost impossible to rely on it to power campaigns. As a consequence, the reactivity rate is also affected, and the forced breakup of these 2 closely linked KPIs seems imminent. After Daft Punk, that’s starting to sound a lot.
Based on our historical data and experience, one in two emails is affected. However, this proportion remains an estimate, as it is impossible to accurately identify the audience that has activated Apple Privacy, or to know who actually opened the email. The little secretive ones!
Here are some examples of the changes in results observed among our advertisers:
As these figures show, it is becoming increasingly difficult to judge the activity of a database based on its openness, but difficult is not impossible!
While there is nothing to worry about in the case of traffic and lead generation campaigns, the situation is different for campaigns that are initially developed on the basis of a guaranteed minimum opening rate and a CPM-based economic model. In this case, it is essential to work in confidence with your network of partner publishers.
* Note Bene (a bit of Latin among all those anglicisms!): In addition to affecting KPIs, AMPP limits the use of dynamic elements such as counters, which were widely used for limited-time offers. In addition, A/B testing of objects is no longer reliable.
When it comes to leverage, there is no white flag. But to do so, methods must be redefined.
How can you monitor the performance indicators of your email acquisition campaigns?
The KPI that is in full swing: click-through rate!
Click-through rate is like a safe haven: it is the only reliable KPI today. When comparing click volume and delivery volume, we rely on values that we can always control. And which are therefore reliable for monitoring campaigns.
