iOS 15: How to Prepare for Apple’s Changes
Since Apple announced its plans for iOS 15, marketers have been wondering how these changes would impact the world of email.
Earlier this year, Klaviyo addressed questions surrounding the upcoming privacy changes and what they mean for email marketing. But there were still many questions about what iOS 15 meant for the Klaviyo platform.
While there are still some unknowns that won’t be clarified until Apple actually releases the update, the Klaviyo team has been uncovering more details on how iOS 15 will affect your account and what you can do to get ahead of potential problems.
Here’s what we know about the Apple iOS 15 changes:
- What the Apple iOS 15 changes are and how they impact your Klaviyo account
- How Klaviyo is responding to these changes
- How you can react to these changes
With all the recent data privacy changes, it’s difficult to keep up with every update.
To recap, the most relevant changes that Apple will release with iOS 15, macOS Monterey, iPadOS 15, and WatchOS 8 include the ability to:
- Hide open email behavior by pre-loading email images, including tracking pixels
- Hide specific (e.g., city-level) location data by blocking IP addresses
- Obscure click-through activity by using a proxy email address
Apple has been a long-time champion of digital privacy and these latest features are meant to establish their leadership in the privacy space.
How does this affect your Klaviyo account?
There are still many unknowns with iOS 15, but here are a few ways your Klaviyo account may be impacted:
- Open rates may be be inflated (or inaccurately heightened)
- Location tracking may no longer be reliable at the city and region/state level
- Revenue attribution may be inflated
The extent to which these changes will impact your account is to be determined, but there are a few remedies we can provide in the meantime.
The Klaviyo product team has been working with our technology and agency partners to test Apple’s beta release and understand what the possible behavior of these new features could be.
Here’s what we know: Apple can change the behavior of their privacy features at any time between the beta release and the full release (or even after the full release) of iOS 15 and its other operating systems.This makes it tricky to predict exactly how we’ll receive opened email data—if at all—from Apple devices.
So now what? We’ll be working closely with our partners over the next few months to monitor all email sending in an effort to identify patterns that could help us predict Apple Mail opens and flag them on your account.
While Klaviyo is actively working on this solution, there are a few ways you can also prepare for the changes if you’re eager to take action.
Depending on your list size, your subscriber demographics, your segments, and other factors unique to your business, there are certain steps you can take in order to optimize your Klaviyo account for the changes to come.
What if I’m just getting started or have a small list?
Don’t stress if you’re just getting started with Klaviyo or have a list size that’s less than 1,000 contacts—you likely have higher impact areas that you want to focus on right now.
Keep an eye on the changes and consider using click rates as your primary engagement metric.
What will the impact be for my list?
There are a couple ways Klaviyo will be helping you estimate the impact to your account.
First, we’ll be sending out a personalized email to each account owner that estimates the percentage of Apple Mail opens based on the campaigns you sent out in the last 30 days.
If you’d rather calculate your own estimation, there’s a prebuilt template in the Reports Library called Email Opens by Email Client to get you started.
- Customize this template by choosing a timeframe to see the breakdown of all your email opens by Apple Mail and Mobile Safari compared to Gmail and other clients
- We recommend choosing the timeframe Last month by Entire Range
- If you want to track trends over time, we recommend using the timeframe This Year by Month
- If you want to see exactly who on your list is using Apple Mail, create a segment using Opened Email where Client Name = Apple Mail OR Mobile Safari AND where the recipient is not suppressed.
What about revenue attribution?
Apple’s changes will require everyone to adjust how attribution is calculated, including Klaviyo. That’s why we’ll give you the option to change your attribution model for email.
Once iOS 15 releases, we expect at least some accounts to experience inflated open rates. We know this can lead to misleading attributions. That’s why we’re giving you the option to change to a click-only email attribution model.
If Apple Mail accounts for the minority of your total email opens, you may want to continue monitoring your open rates for a few months since the impact of iOS 15 to your audience may be low.
If Apple Mail accounts for the majority of your total email opens, we recommend sending to your Apple Mail segment separately post-release of iOS 15 to gauge how much this particular audience has actually upgraded their operating system. Based on that segment’s open rates, you can then decide to switch to click-based attribution if you’re seeing high inflation.
Still not sure if you want to make the switch? You don’t have to decide right away.
This option will always be available to you. Much like changes to attribution windows, you can choose to switch to a click-only attribution (or back to opens and clicks) at any time.
Keep in mind, attribution changes won’t be retroactive and will only go into effect following the date you made the change.
What about deliverability and segmentation?
You might be wondering what to do about your deliverability and how to handle your engaged and unengaged segments.
We recommend expanding your engaged segment definition to include other signals of engagement like clicks, purchases, and site activity—to name a few.
If you have any automations (or flows) that trigger based off of email opens, consider expanding that trigger definition to include other engagement criteria like clicks or product views.
Most importantly, if you haven’t been keeping up with your list health, now is a great time to do some list cleaning to make sure you’re only contacting people who want to hear from you.
What about A/B testing and Smart Send Time?
We anticipate that our algorithms for A/B testing and Smart Send Time should be powerful enough, even with inflated open rates.
If you conduct regular A/B tests and more than 45% of your email opens come from Apple Mail, you might want to consider switching to click rates as your winning metric.
For Smart Send Time, the algorithm doesn’t look at open data on the individual level, so the optimal send time results should remain accurate, but it may take longer to calculate.
If you haven’t already, this could also be a great time to consider adding SMS to your arsenal to make sure your messages continue to be timely and engaging.
Still unsure of what path to take? Refer to our decision chart.
Your partner in navigating iOS 15
Open rates aren’t the defining factor of the success of your email marketing program, even if it may feel that way. Although iOS 15 is going to bring changes, we’ll continue to deliver the best possible experience so you can continue to grow your business—even if that means doing some things a little differently.
Rest assured the Klaviyo team is working hard to help make the transition easier for you, and we’ll provide another update when we have additional information to share closer to the iOS 15 rollout.
Get ahead of the iOS 15 changes and begin implementing these strategies in Klaviyo.
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