10 Tips to Improve Email Deliverability After iOS 15

#omnisend #email #emaildeliverability

Are you worried about how iOS 15’s impact on open rates affects your email deliverability?
Well, you shouldn’t be — Omnisend has you covered.

Today we’ll show you 10 quick ways you can ensure your list stays clean and active so that you can maintain or improve your email deliverability after iOS 15.

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Timestamps:
0:00 Intro
0:35 Segment contacts by clicks
1:08 Track purchase behavior
1:35 Track website activity
2:12 Segment by subscription date
2:52 Sunset with clicks
3:17 Validate your contacts
3:51 Use a double opt-in
4:17 Run inbox placement checks
4:41 Increase content clickability
5:15 Keep an eye on bad metrics
5:55 Final thoughts
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#1 Segment contacts by clicks
iOS 15 was released last fall, resulting in an unnatural increase in open rates. For email programs using open rate as a monitor for email list health, this presents some challenges.

Instead of using it as the primary metric to segment their most active contacts, marketers should be using it as a secondary metric, in favor of email clicks.

As a marketer, by focusing on clicks, you can better understand how your emails correlate with engagement and conversions. The more engagement you have with your emails, the more ISPs like Google and Yahoo like you.

#2 Track purchase behavior
What’s more engaging than a click? How about a purchase?
Purchasing is the highest form of engagement, so make sure you are tracking purchase behavior and adjusting your marketing accordingly.

I recommend creating automated post-purchase messaging and even consider suppressing recent purchasers from upcoming promotions when it may make sense to do so.

#3 Track website activity
While opens are a few steps removed from a purchase, they are nonetheless a good indication of how active your subscribers are — or how interesting your content is.

But after iOS 15, what are we supposed to do?
One way to get similar feedback is by tracking website activity.
People who visit your website have indicated some level of interest in your products or services, and are likely willing to hear from you.

#4 Segment by subscription date
Sunsetting is the process of gradually unsubscribing contacts from your list after periods of inactivity.

After iOS 15, marketers should find different ways to identify inactive subscribers. One way is to start creating segments based on subscription date. Older contacts will more likely become inactive than newer subscribers, and you can start sending out automations or campaigns based on these segments.

#5 Sunset with clicks
After identifying “unengaged” contacts using the data points discussed, it’ll be time to run a re-engagement campaign.

You can do this by sending your subscribers an email or two asking if they still want to receive communications from you. If they do, they will have to click on the message.

#6 Validate your contacts and clean your lists
It’s important to keep your lists clean in order to avoid any sort of spam traps or invalid email addresses — both of which can negatively impact your sender reputation.

#7 Use a double opt-in
Using a double opt-in is one great way of ensuring that the email addresses used to sign up for your email program are actually real.

With a double opt-in, the recipient signs up for your email — which is the first opt-in — then have to confirm their subscription through a confirmation email sent to the address given — which is the second opt-in.

#8 Run inbox placement checks
In order to keep a finger on the pulse of your deliverability, you should periodically run inbox placement checks. One way to do this is to create a small list of email addresses and monitor where they are landing — your inbox, promotions tab (which is not a bad thing), or the Spam folder.

#9 Increase content clickability
As we discussed, now that you’re focusing more on clicks, you need to add and optimize clickable elements in your emails.

Some ways to do this are to ensure your calls-to-action are prominent and obvious and all images are clickable and include secondary content such as enticing product recommendations, clickable customer testimonials, and social media links.

#10 Keep an eye on bad metrics
Keep an eye out for the bad metrics including spam complaints, unsubscribes, and hard and soft bounces.

While it is common to have all of these when you send a campaign, if you have a truly healthy and clean list then these metrics should remain low.

These negative metrics can really impact your deliverability, so you should be pretty fast in reacting to any changes that you notice.