Email marketing is one of the most effective ways to reach your customers and subscribers. However, recent privacy changes have made it more difficult to reach your audience and maintain good email deliverability rates. It's also changed the industry standards for Open and Click Rates. In this blog post, I'll give you a brief overview of those privacy changes and give you some tips on what you can do to keep your deliverability high when you're emailing your subscribers.

What is Email Deliverability?

Email Deliverability is the measure of how many of your emails actually reach the inboxes of your subscribers. Your email service provider measures Open Rates as the percentage of people who receive and open your email.

Email Deliverability Updates from Apple

With the release of the iOS14 update, Apple made some changes to the way that email notifications are displayed on their devices. Previously, when an email arrived in your inbox, it would be displayed as a preview with the sender's name, subject line, and a snippet of the content. However, with the new update, only the sender's name and subject line are visible. This change is likely to have a significant impact on email open rates, as recipients will no longer be able to get a sense of what an email contains before opening it.

This is why it's important more now than ever for you to make sure your subject lines are interesting enough by themselves to encourage your reader to open your email.
The biggest change is that Apple will now require all apps to request permission to track user data. This includes email apps, which means that users will have to give their explicit permission before any tracking can take place.

As a result, it's likely that fewer people will allow email apps to track their data, which will lead to a decrease in open rates. Keep in mind - this doesn't mean that your subscribers aren't opening your emails; it means that you will likely see a decrease in the Open Rate tracking inside your email marketing platform.

These iOs14 changes will also make it easier for users to unsubscribe from emails that they no longer want to receive. This could further reduce open rates, as people will be able to more easily bypass unwanted emails.

Make sure that you are providing valuable content in your emails. Your subscribers will be more likely to open and click through to your website if they know that the content you're sending is helpful and valuable to them.

How Segmentation Can Positively Impact Email Deliverability

Email deliverability is essential for any business that relies on email marketing, and segmentation is an important part of maintaining a high deliverability rate.
Email deliverability depends on a number of factors, including the quality of your email list. One of the most important aspects of list quality is segmentation. Segmentation can help you avoid spam filters and ensure that your messages reach the inbox.

By dividing your list into smaller, more targeted groups, you can make sure that your emails are relevant to each recipient and improve the chances that your email subscribers will open your emails and take action.

One way to segment your list is by activity level; for example, you might send more frequent emails to people who have recently interacted with your brand, and less frequent emails to people who haven't interacted in awhile.

Another way to segment your list is by location; for instance, you might send emails about local events only to people who live in the same area.
By taking the time to segment your email list, you can ensure that your messages are getting through to the right people who are more likely to open your emails.

Need Help with Segmenting for Higher Email Deliverability?

Email deliverability should be a concern for any marketer who wants to use email as a way to connect and engage with their subscribers. By segmenting your email lists and sending targeted content to readers who are interested in what you have to offer, you can maintain high deliverability rates and keep your subscribers happy.

If you need help setting up your email list segments or creating engaging email content for your readers, our team at Zenplicity would be happy to help you. Book a free Discovery Call and let's chat about it.

About the Author:

Jamie DuBose is the CEO, Launch Strategist & Marketing Automation Specialist at Zenplicity. She helps profitable entrepreneurs make strategic marketing decisions that consistently improve their business & increase their revenue. Her expertise lies in creating targeted, high-performing campaigns that track & use behavior-based subscriber metrics to sell more units to a more engaged audience.
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