New online privacy laws, changes to how information is stored, and changing expectations with your customers about the information collected about them makes gathering helpful user data tougher than ever for marketers.
One of the biggest impacts to data gathering came with Apple's iOS 15 update, which removed a lot of visibility from the emailer's side and added more protections for those receiving emails. It's good for privacy, but bad for visibility.
Luckily, there's a way to capture some of the same data we had before, while still respecting users' privacy. Adjusted email open rate is a better way to gather more accurate email data.
Apple's iOS 15 update removed some core email data features for marketers. As a refresher, the update included two core features that impacted data gathering:
As a result, pulling open rate data is no longer accurate because data from Apple devices is largely missing.
But there's good news: HubSpot has added a new measurement metric in its email tools called adjusted email open rate.
HubSpot calculates adjusted open rate for email based on the following formula:
Adjusted open rate = Unique reliable opens / (Unique delivered - Unique unreliable opens)
Reliable opens: the number of times your email was opened by a recipient on a non-Apple device.
Unreliable opens: the number of times HubSpot suspects that your email was opened by a recipient with mail privacy protection set to on (e.g. Apple device). This could be attributed to the actual recipient opening your email, or a bot.
Unique delivered: the total number of unique deliveries of your email.
Please note: since it's not possible to accurately attribute unreliable opens to a bot or an actual recipient, the adjusted open rate is an estimation.
Adjusted open rate is a way to gather valuable open data while working within privacy laws and the limitations of iOS 15. With the adjusted open rate in HubSpot, the information is generated automatically for you with a simple click. You can see in this example from one of our emails that the adjusted open rate finds opens that are missed by looking only at the generic open rate:
The adjusted open rate gives us better insight into how all users engaged with the content, instead of ignoring Apple users.
This in-depth covers everything you need to know to get started with effective digital marketing
What exactly digital marketing is and how it works.
Explore a step-by-step process for running an digital marketing campaign in today’s competitive business landscape.
Best practices for your digital marketing strategy
We walk through how to implement a strategy using digital marketing, email, SEO, social media and online advertising.
How to measure the impact and ROI of your strategy
Make insights-driven business decisions and confidently present the value and impact of marketing efforts in support of top-level business objectives.
BizzyWeb is a Minneapolis-based digital marketing and web design agency that helps companies get the high-quality leads they need to grow and thrive. Our tactics include inbound marketing, SEO, advertising, web design, content creation and sales automation. We are an accredited HubSpot Platinum Partner and we offer full-service HubSpot onboarding, enablement and strategy for new and current users.