Updates for iOS 15
In the summer of 2021, Apple introduced a long list of improvements for its iOS 15 updates in the fall of 2021. As with previous improvements, some of these updates are intended to provide users with more and better control over access to their information. Three of these updates, in fact, are for Apple Mail and have direct implications for those working in online marketing. Let’s explore these iOS 15 updates.
What is Salesforce doing to minimize these changes?
Some email clients are changing their privacy policies, which may impact open rates and other metrics. As a result of these changes, Salesforce is updating several Marketing Cloud products to accommodate certain features of its platform.
Salesforce’s primary goal is to develop technologies kazakhstan phone number library that help you react, make decisions, and succeed in these changing environments. Email opens have long been used to create automated processes and engagement methods , and even more so when you consider that they can indicate whether a customer or target is interested in your material. Because of the additional privacy settings offered, email opens are likely to become a less reliable indicator of customer engagement.
Over the course of upcoming updates, Salesforce will be making several changes to Marketing Cloud services, with a focus on Einstein capabilities. This will ensure that your data, results, and projections are as accurate as possible.
Instead, they're using an engagement rate measurement that combines a number of additional signals, such as clicks, while still keeping the analytics count of open rates at a certain level to provide a more inclusive view of your customers' interaction with your content. Here are the key improvements:
To calculate the ideal sending time, the algorithm now uses an engagement rate instead of just the open rate to give you more precise statistics and ensure greater accuracy.
To gain behavioral insights and calculate future efficiency, the Insights tool now benefits from recipient engagement in addition to open rate.
To give you more accurate results statistics, click-to-open rates are calculated as CTR rates.
Instead of using a ratio of open and click rates, Salesforce will use a profile-based engagement rate. As a result of the privacy changes, they are revising the computation metrics in Engagement Scoring to make them more reliable.
Impact on marketing
Open rates will be the most noticeable effect of these changes. Starting with this update, most marketers will no longer be able to track whether their Apple Mail customers have read their messages, when they opened them, their geographic location, or what device they used.
Marketing Cloud Journeys and Messages
This update is for next-generation MobilePush SDK users who use Mobile App Events to create sales paths based on user activity. It adds action hooks that help user behavior influence your in-app messaging, and improves in-app messaging scheduling with more display options.
The new Journey History dashboard is much more visual and dynamic. With Partner Seed List Connectivity, you can better understand your subscriber retention. Contact Deletes now last for two days.
The new Journey History dashboard offers a more informative, engaging, and visually pleasing experience, as well as new possibilities. Built-in infographics and statistics features, a simplified filtering interface, navigation, and more features are available.
To orchestrate experiences or trigger in-app messaging based on real-time user behavior, Marketing Cloud now offers a direct connection between your mobile app and Journey Builder.
You can also specify your smartphone app activities in the new admin tab in the Journey Builder mobile app. Additionally, you can leverage the user's smartphone app activity to trigger an in-app message to appear.
