Marketers should plan for more DIY metrics as iOS 15 nears

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Apple is planning to remove developer access to critical user data as part of its iOS 15 release on Monday, leaving email marketers in a dilemma about how they’re going to interpret the metrics. To find out how the industry is approaching this problem, we spoke with Vivek Sharma, CEO movable ink, a software consultant that helps marketers act on the data they are collecting.

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This conversation builds on our Xtra Crunch post from August that explored how email marketers can prepare for Apple’s Mail privacy protection changes.

The game-changer for email marketers with this update is that as an Apple Mail user, you will have the option to hide your IP address.


How can marketers change their strategy to stay in control of their metrics? Sharma thinks we’ll be focusing more on downstream metrics — clicks, conversions and revenue — rather than open rate. “It sounds great and all, but you have less that data. But by definition, that funnel type is compressed; there are fewer people to get to that point, so it may take you longer to figure that out.” whether something is working for you or not.

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Sharma says zero and first-party data is something businesses are focused on. “There are two components: one is ‘open’ as a metric, and there is some information you are getting at open times, such as IP address, time of day, and estimated weather – which is considered as a data leak. These are just a few data points. [This data] there are things that [marketers] are already investing, and they are earning the right to know more about the customer,” he says.

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According to Sharma, the challenge is this: How can marketers collect zero-party data in an interesting, engaging way, and then massively personalize its content for each customer?

One way Movable Inc. collects zero-party data is shown below:

Sharma says, “Everything here is a polling question: ‘What do you usually shop for?’ ‘What is your shoe size?’ And they are giving you loyalty points in return, so there is value exchanged here.They are clearly learning about you and giving you an easy way to connect with the brand you are interested in Huh.”

Once you have the data, the question is: How do you use it? Below we see an example from JetBlue.

Sharma outlines three takeaways from iOS 15 for email marketers:

  1. Pay attention to down-funnel metrics like clicks and conversions—it really comes down to and is the truest indicator of engagement.
  2. Invest in your zero and first-party data assets. True individualization is what people experience and what they see. You can do this from your void and first-party assets.
  3. Email is a great channel to engage your customers, as it’s a mature channel to invest in. Email is a great channel for building a one-to-one relationship with your customer, and much more. It has changed a lot in the last 10 or 15 years. The industry will evolve and we will find a balance of privacy and personalization.

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