In case you missed it, Apple's latest update features many new tools and modifications. But one feature that garnered the attention of marketers and is seen as controversial is the Mail Privacy Protection tool.
Apple, as well as Google and other companies, have invested in new resources to put the user in more control of their data. For example, one of Apple's Mail Privacy Protection, "prevents senders from learning whether an email has been opened, and hides IP addresses so senders can’t learn a user’s location or use it to build a profile on them." (You can read more about it here)
In short, the data in email marketing will be clouded, meaning not 100 percent accurate. Therefore, it makes decision making difficult about how to adapt to the changes.
Litmus, an email marketing specialist, recently released a report called "2021 State of Email Engagement Report."
The purpose of the report is to provide a benchmark based on billions of email opens as well as offer insight about how people interacted with email this year. It's a great resource to explore as we prepare for a clouded data future regarding emails and email marketing.
You can download the full report here.
But here were some of the highlights in the report:
- Users using Apple iPhone and Apple Mail account for 51.6% of the email opens. Including Apple iPad adds 1.4% to equal 53%.
- Mobile devices account for more than 42% of email opens. Desktops account for 16%.
- Gmail is, by far, the most popular webmail client at 85%.
- More than 90% of people use Apple iPhone as an email mobile client.
- 9 a.m.-noon, in the U.S., is when the majority of emails are opened (21.2%).
- The average time spent to read an email is 10 seconds, that's down from 13 seconds in 2018.
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