Email marketing is increasingly challenged by Gmail's spam filters and Apple's iOS updates. Brands, regardless of size or sector, are experiencing a drop in email engagement metrics, often landing emails in spam. The iOS 15 update, with its Mail Privacy Protection feature, inflated open rates inaccurately, leading brands to misjudge their audience engagement. This problem has been compounded by iOS 18, which further negatively impacted engagement rates. As a result, many brands discover traditional methods to combat spam are no longer effective, leaving them with the need for new strategies to improve deliverability.
Over the last year, I've seen some common (and damaging) trends among brands who engage our agency to improve their email performance.
Because iOS 15 thoroughly messed up the accuracy of open rates, Apple Mail users who opted into MPP were generally tracked as opening every email sent by brands.
For many of these brands, this is the first time they have encountered this issue, with normal mitigation practices failing to resolve spam labeling.
Apple introduced iOS 18 in September 2024 - and changes in the 18.2 version took a significant whack out of engagement rates.
#email-marketing #gmail-spam-filters #apple-ios-updates #engagement-rates #deliverability-strategies
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