Customer database management: how to build a customer database?
The creation of a customer database is essential for finding new clients, increasing sales and revenues, and for client retention.
Protection of customer’s privacy is a hot topic right now that is increasingly gaining attention. Apple is one of the main advocates. Indeed, Apple has further strengthened its position by introducing iOS 15. It features new measures to protect user data. From the first time they open their email inbox, iOS 15 users have the option to have their privacy further protected with just one click.
In fact, to get an overview of this controversial subject, I invite you to take a look at the articles published by our Dialog Insight team. These articles provide details on Bill 64 and on the GDPR law, two subjects closely related to the protection of customer data.
That being said, Apple’s new update will certainly have an impact on today’s email marketing, but not to worry. This article is meant to inform you on the subject and give you some tips from Dialog Insight.
After installing iOS 15, when users open the Apple email app, a pop-up notifies them of the changes. Then, it asks them if they want to further protect the data of their email activity. If they respond positively, the following happens. Before an email is even opened by the user, the iOS 15 update forward it to a proxy server. Then, the content of the email is pre-downloaded into Apple’s cache. Thus, the pixels usually used to detect the opening rate of emails will be considered as seen, even if they are not. In order for the email content to be pre-downloaded, the user needs to be connected to a Wifi. The email application also has to be open on their phone or computer.
First of and foremost, it is important to understand that the update only affects the Apple email application built into the phone or computer of its users. In other words, the data of customers using other types of email applications is not affected by the changes.
These new data protection measures necessarily affect statistics. Your email open rate statistics will most likely skyrocket. Indeed, this rate will be biased by the download of content made by Apple. As for the geolocation data, most of it will be inaccurate due to the camouflage of the users’ IP address. The deliverability rate will also be affected, since personal email addresses are now private.
Here are some tips to consider and implement now to prepare for it:
In short, the marketing world is constantly evolving. The iOS 15 update will disturb it, yes, but not completely. You just have to be vigilant, informed and, above all, creative. Speaking of creativity, a new product has been developed by our team. I’m convinced that it will amaze you and make your marketing campaigns much easier. Stay tuned!