Introduction:
After iOS 14.5, every marketer and business owner is looking at new updates from Apple. We cannot track the open rate after iOS 15, and we noticed that there might be an issue with link tracking even after iOS 17.
In this article, you’ll learn ‘how iOS17 can affect email and SMS marketing’.
Reference: Apple phone
The Removal of UTM Parameters:
From the above screenshot, you can understand that Apple will remove UTM parameters from URLs when users browse in private mode on Safari or when sent via Message or Mail. So, we marketers would not be able to track the links iOS users click in their campaign or flow email either it’s abandon cart flow, abandon checkout flow, browse abandonment flow, abandon site flow, thank you flow, birthday flow, cross-sell or upsell flow, expected next purchase flow etc..
Safari Browser in iOS:
Apple also allows its users to create a Safari profile for personal and work purposes. The Safari browser doesn’t allow any third party to track their activity, so marketers cannot track click activity or click rate.
Stats:
Only a third of US consumers use Safari, and just 20% of those use private browsing, so the impact isn’t likely to be significant.
The Impact on Email & SMS
You’ve probably noticed that the link automatically shortens when you insert a link into an SMS campaign in Attentive, Klaviyo, Postscript, etc., and the UTMs get added during the redirect. Most email & SMS marketing platforms handle everything server-side, so you’ll still be able to see clicks to your website.
Hope you love this article ‘How iOS17 can affect email and SMS marketing’.
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FAQs:
1] How has iOS affected email open rates?
Answer: iOS updates, particularly iOS 15, have impacted email open rates due to changes in privacy settings, making it harder to track opens accurately.
2] What are the implications of iOS on email click rates?
Answer: With iOS updates like iOS 15,iOS17 click rates for email marketing might be affected as link tracking becomes more challenging due to enhanced user privacy measures.
3] How does iOS 15,iOS17 impact SMS marketing open rates?
Answer: iOS 15’s privacy changes do not directly affect SMS marketing open rates, as SMS doesn’t rely on traditional open tracking methods like email.
4] How can marketers adapt their strategies to cope with lower click rates on iOS devices?
Answer: Marketers can explore alternative engagement metrics and focus on optimizing the landing page experience to drive conversions despite reduced click rates.
5] Does iOS update affect click rates in mobile app push notifications?
Answer: iOS updates may affect click rates for mobile app push notifications if they restrict tracking and user data sharing.
6] What other metrics can marketers focus on if traditional open and click rates are impacted?
Answer: Marketers can look into metrics like conversion rate, bounce rate, and engagement time to gain insights into the effectiveness of their campaigns.
7] How can marketers ensure compliance with iOS privacy measures while running SMS and email campaigns?
Answer: Marketers should review and adapt their data collection practices, ensuring they follow iOS privacy guidelines and provide clear opt-out options for users.