Apple Mail Privacy Protection officially rolled out in September 2021. Among other changes, the new rollout stops email marketers from tracking email open rates — eliminating an extremely important metric in tracking email campaign performance.
The impact will be gradual, as users update their devices. But marketers may already be seeing the effects on their data.
However, there are other metrics you can track that will help you measure campaign success. Here are a few ideas.
Clicks on Links in the Email
You may not be able to see who opens your emails anymore, but you can still see who is clicking on links in the email itself.
This is a stronger indication of engagement anyway, as it shows that the person didn’t just open the email, skim it, and move on — instead, they were compelled enough by the topic to click on one or more of the links.
Visits to the Associated Landing Page
Even if you can’t see who opened an email, you can see the downstream effects of the campaign you’re running — including traffic to the landing page you link to in your emails.
The Amount of Revenue your Campaigns Generate
What’s the boost to your bottom line every time you send out an email? How does a focused email campaign affect sales of certain services or products?
It’s not difficult to track the return on investment for each email campaign — most marketers track this already. You may be able to get more granular about this by monitoring the monetary gain you see each time you promote a certain product or service.
Other Subscriber Behaviors
How often do your email subscribers forward your emails on to their own contacts? This is another important metric that indicates engagement and interest in your message.
Subscribers have lots of ways to tell marketers that they like the emails they’re receiving — and of all the metrics you could be tracking, open rates are perhaps among the weakest when it comes to indicating engagement.
Instead, implement a comprehensive monitoring process where you track clicks on links in the email, traffic to associated landing pages, and actions subscribers take such as making a purchase, talking about your offers on social media, and forwarding your emails to their own contacts. These are far more valuable metrics in determining engagement and success, and can help you strengthen your campaigns.