Columnists

Creative Connecting: How To Adapt to the Apple Privacy Updates

ColumnistsMar 29, 2022

Creative Connecting: How To Adapt to the Apple Privacy Updates

Duvall O’Steen and Jen Cullen Williams advise jewelers on adjusting their email marketing strategy in light of the recent Apple changes.

2021_JCW-Duvall-Header.jpg
Duvall O’Steen, left, and Jen Cullen Williams are independent communications strategists and senior consultants for the Luxury Brand Group. They can be reached at DuvallOsteenNYC@gmail.com or Jen@JenCullenWilliams.com.
Many jewelry brands and retailers use email marketing regularly to keep customers engaged, informed, and loyal.

For many, email marketing has replaced catalogs and direct mail.

Recent changes to consumer privacy have presented new challenges for those using email to keep customers updated and inspired to purchase.

Here, we will take a deep dive into how Apple’s privacy updates (likely to be followed soon by Google and other mail providers) affect email marketing in the fine jewelry industry.

What Is MPP?
Mail Privacy Protection is a new feature announced in June 2021 and activated in September 2021 as part of Apple’s iOS 15 update, which gives Apple users choice as it relates to sharing their personal information with email marketers.

According to leading email marketing company Constant Contact, “Mail Privacy Protection gives users of Apple’s mail app the option of hiding if and when they open marketing emails.”

MPP also prevents senders from using invisible pixels to collect information about the email recipient or user. Apple Mail users who activate this feature can now better control your use of their data.

Constant Contact said many Apple email users are likely to take advantage of this new protection: “Generally, when users are given the opportunity to opt-out of data tracking, they take it.”

According to Miya Owens, associate general counsel for the Jewelers Vigilance Committee, jewelers should take note and modify their marketing plans and privacy policies accordingly.

“Apple’s recent Mail Privacy Protection updates are part of a growing landscape of private business and regulatory efforts to give people more control over their personal data. Over the past six years or so, legislatures worldwide have either passed or are considering passing laws aimed at protecting consumer’s personal data.

“In turn, JVC encourages all jewelry businesses to make data protection policies and procedures a part of their daily business practices and emphasizes the importance of compliance with the growing set of applicable laws and regulations.”

How Does MPP Affect My Email Marketing? 
Apple Mail is one of the most popular email providers in the world. 

GetApp’s recent “Email and Social Media Marketing Survey” found that 21 percent of marketers claim that Apple mail users account for more than half of their company’s email subscribers. 

Further, Practical e-Commerce reports that Apple iPhones account for about 48 percent of the U.S. smartphone market. As of 2022, more than 75 percent of all email opens occur on a smartphone. Therefore, roughly 36 percent of all U.S. email recipients could be using iOS 15 with the new mail privacy protection option.

“The new privacy tools result in inflated email open rates; therefore, using the open rate as a measure of success is no longer an option.”

In a nutshell, the consensus among experts from Forbes, BusinessWire, GetApp, and Constant Contact appears to be that email marketing is neither dying nor going away, but strategy and measurements, or KPIs (key performance indicators), for the success of email marketing campaigns will need to change. 

The new privacy tools result in inflated email open rates; therefore, using the open rate as a measure of success is no longer an option.

Both click-to-open rates and open-rate powered automations (e.g., automatic follow-up emails, retargeting to non-openers, automated email series, and A/B subject line testing) are also now unreliable. In addition, individual user data is no longer available.

All of this makes subject line optimization more challenging.

According to Forbes, the new privacy updates allow IP masking and hiding email addresses with a unique address created by Apple. Therefore, jewelers who use IP data to calculate time zones, geolocations, sales tax for invoices, and other location-specific factors will have to rely on information gained by alternate means.

You might also need to collect email addresses from online inquiries, downloadable content, and newsletter subscriptions.

Luckily, these sources of information are more accurate indications of user interest anyway, as opposed to merely opening an email.

New Measures of Success
According to Ben Smithee, CEO of The Smithee Group, “Not being able to accurately track open rates changes the No. 1 metric for email marketing success. From a tracking standpoint, getting people to click from the email to your website is the primary way we will need to track conversion and optimization.”
 
Focus on click-through rate as the new measurement of success for your email campaigns. Place your links, widgets, buttons, and incentives as “click bait” throughout the content of the email. Don’t be afraid of repetition because most people merely skim emails, as opposed to reading them in detail.

In addition, track the forward/share rates, which is an engagement metric that shows the percentage of recipients who took action to forward or clicked to share the email content on social media. It is a digital form of word-of-mouth advertising, which can drive interest and potential conversion. 

Providing relevant, fun, and personalized content will help make your emails more shareable.

 Related stories will be right here … 

New Strategies for Testing & Segmenting
Smithee also advised, “Content strategy and other means of pre-testing and seeding subject line verbiage are now more important than ever.”

The new MPP for iOS 15 has compromised all traditional testing of email marketing, including subject lines, time of day, and day of week.

A/B subject line testing, for example, involves sending out two versions of an email with different subject lines to test if one has a higher open rate. Despite the limitations of the new privacy guidelines and the associated inaccuracies in open rates, Practical eCommerce advises continued use of A/B tests on subject lines.

Assuming the ratio of iOS 15 recipients is consistent for both A and B groups, the test should still correctly identify the winner. What would be inaccurate would be a test that compares subject lines from before and after iOS 15, such as a holiday 2020 email versus an email for holiday 2021.

Also, according to Constant Contact, segmenting email lists (most engaged or least engaged) based on how often the recipients open your emails is no longer an effective way of determining who your most engaged subscribers are.

As an alternative, divide or segment your email lists using data that does not rely on open rates, for example, click segmentation or manually created segments.

New Content Strategies To Stimulate Click-Through and Gather Data
Now that click-through is the primary measure of success, consider limiting the information in your emails, using teasers to prompt users to click through to discover more detailed information.

For example, if your email contains the top three trends for Mother’s Day gifts this year, do not list the trends but instead simply mention them with an option to click through to learn what they are. 

If incentives are offered in your email, consider only stating one of them clearly with the option to click through to learn more, e.g., “20 percent off one item, plus gift with purchase … click here to view the gift.”

For personal appearances and trunk shows, use verbiage such as, “Meet the designer and receive a signed personal gift (click here to learn more).”

Also consider requiring forms to be filled out where you can capture the data that is no longer accessible given the blockage of the invisible pixels that made such information available before iOS15. 

When subscribing to your blog, for example, capture things like email address, geographic location (ZIP code), phone number, and opt-in to SMS marketing. To claim a discount, ask for data that can help you plan your automated email series—topics of interest, birth date, etc.

Personalization & Automation
Most email marketing campaigns are personalized these days as well.

Luckily, some personalizations will remain unaffected, such as including names in subject lines or personalizing content based on what a subscriber has previously clicked on. 

Any personalizations related to email opens, however, will need to change. Keep that in mind as you plan content and devise creative new ways to personalize your messaging.

Regarding automation, jewelers will also need to explore new sequences for automation to keep generating leads.

Create automatic follow-up emails or retargeting campaigns based on if recipients clicked or based on what particular content inspired them to click.

Similarly, for email series, planning and programming will need to be centered on metrics beyond that of whether or not an email was opened. Plan the content flow based on other more measurable actions.

For example, when sending a new customer a welcome or thank you email, put the opt-in links for rewards programs into the email. If the customer clicks to opt-in, the next email in the series (perhaps a request for birthdate or phone number for opt-in to SMS text marketing) can be generated. 

Or, if a purchase is made online, when a customer clicks on the initial email to retrieve the receipt or track the package, then subsequent emails can be generated, such as shipping/tracking information, opt-in to loyalty rewards program, etc.

Beyond Email Marketing - These Changes Affect All Digital Marketing
The effects of these changes are not limited to email marketing. 

Smithee said: “Apple’s iOs updates have a significant effect on the entire world of digital marketing for most organizations. More so, they are a symbol of many changes coming down the pipeline, such as the elimination of third-party cookies on Google. All these changes are being made in the walled-garden environments of Google and Meta (parent company of Facebook and Instagram). 

“The changes impact interest targeting and prospecting accuracy and also limit the reach and effectiveness of traditional social media and search/display advertising. Jewelry businesses must evolve and use more intelligent advertising approaches. For example, use of MAIDs (mobile advertising IDs) and data intelligence for audience building is much more effective than your traditional interest targeting on these platforms.”
For More Information
For more information on consumer privacy issues, JVC’s Owens suggests relevant articles on the JVC website.

She also recommended reviewing CIBJO-The World Jewellery Confederation’s 2021 special report on handling consumer data, titled “Traversing the Ethical and Legal Minefield Associated With Collecting and Handling Personal Data.”

Read an abstract and full report here.

The Good News
The good news is that email continues to have the largest return on investment (ROI) of all forms of digital marketing and is more likely to drive sales than other channels, such as social media marketing. 

Also, click data continues to be exceptionally accurate.

According to Forbes, small businesses “should focus on metrics that show the number of users who click on links, fill out a form, or interact with other touchpoints to gauge the effectiveness of their marketing efforts.”  

Be sure to use the knowledge gathered to properly plan your email marketing strategy and be sure to keep up to date. 

Smithee advised, “Competition and marketing/advertising overall has become highly strategic and highly technical. If you don’t invest in keeping up and invest in the right strategies, many great businesses are going to struggle in the future. Things are moving fast!”

Luckily, emails will continue to reach users and if email marketing was successful for a business before, it still will be. We just have to plan and measure it differently to respect consumer privacy.

Duvall O'Steenis an independent communications strategist and senior consultant for the Luxury Brand Group.
Jen Cullen Williamsis an independent communications strategist and senior consultant for the Luxury Brand Group.

The Latest

Christies regent kashmir sapphire and regal Burmese ruby
AuctionsMar 25, 2025
Christie’s To Auction 35-Carat Sapphire, 13-Carat Ruby

The ruby and the sapphire, which Christie’s calls a “once-in-a-generation masterpiece,” are part of the upcoming Hong Kong jewelry auction.

Diamond earrings held in gloved hand
CrimeMar 25, 2025
Tiffany & Co. Earrings Swallowed Following Grab-and-Run Theft Recovered

The two pairs of earrings, snatched from a Tiffany & Co. store in Orlando, Florida, are valued at a combined $769,500.

Pomellato Nudo High Jewelry Campaign
CollectionsMar 24, 2025
Pomellato’s Latest ‘Nudo’ Collections Revamp its Classic Design

From striking high jewelry to miniature fine jewelry, the new chapter continues to highlight gemstones featuring its signature 57-facet cut.

bench jeweler 1872x1052.png
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They Deserve

Bench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.

Jamie Singleton, Bill Brace, Rebecca Wooters, Bill Luth
MajorsMar 24, 2025
4 Top Executives to Depart Signet Jewelers Amid Turnaround

The jewelry giant is reducing its senior leadership by 30 percent as part of its new turnaround strategy.

Weekly QuizMar 21, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Sothebys Watchcheck
WatchesMar 24, 2025
Sotheby's Now Offers Watch Repair Services

The auction house's partnership with online watch servicing platform WatchCheck makes repairs convenient and accessible, it said.

Swarovski lab-grown diamond Galaxy earrings
FinancialsMar 21, 2025
Swarovski Says Its Lab-Grown Diamond Sales Doubled in 2024

The company also noted record sales in the United States and a strong performance in its jewelry category.

Facets-of-Fire-Difference-You-Can-See.jpg
Brought to you by
Natural Diamonds Should Mean More

Natural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.

Branko Gems
SourcingMar 21, 2025
BrankoGems To Hold Conference in Montana

The event, set for June 13-15, will feature educational presentations and guided visits to the state’s sapphire mines.

Til Death Ring by Marrow Fine
TrendsMar 21, 2025
Piece of the Week: Marrow Fine’s ‘Til Death’ Ring

After the black enamel band became a best-seller for the brand, it has now launched an enamel ring personalization program.

Korman Fine Jewelry Austin store
IndependentsMar 20, 2025
Korman Fine Jewelry’s New Store Is Double the Size

The Austin, Texas, jeweler’s new 11,000-square-foot store is set to open this summer.

JCK Rocks 2025
Events & AwardsMar 20, 2025
JCK Rocks to Feature Snoop Dogg, Jason Derulo

The rapper and singer-songwriter will perform at Tao Beach on June 8.

Conversations with Chris Ploof YouTube Video Series
TechnologyMar 20, 2025
Chris Ploof, Severine Ferrari Launch YouTube Video Series

“Conversations with Chris Ploof” covers tips for men buying wedding bands, behind-the-scenes footage of Ploof in his studio, and more.

Limelight Lab Grown Diamond store in India
Lab-GrownMar 20, 2025
Beyond Jewelry: Possibilities in the Lab-Grown Diamond Sector

As lab-grown diamond brands pop up across India, academics are researching how to grow demand outside of the jewelry industry.

Lab-grown diamond engagement ring
MajorsMar 19, 2025
Signet Jewelers to Close Stores, Cut Staff Amid Declining Sales

The moves are part of the retailer’s new turnaround plan, “Grow Brand Love,” which also includes emphasizing brand loyalty over store banners.

Zoë Kravitz in Rush Hour Collection
CollectionsMar 19, 2025
Jessica McCormack’s New Collection Elevates Office Wear

The “Rush Hour” campaign stars Zoë Kravitz in bold, wearable pieces designed to make a statement in the workplace.

Gallet Flying Officer watch
WatchesMar 19, 2025
Breitling Acquires Another Watch Brand From the 1800s

Breitling is reviving Gallet, which was founded in 1826 and is known for making watches used in the early days of long-distance travel.

Mediterranean Blue diamond
AuctionsMar 19, 2025
10-Carat Fancy Vivid Blue Diamond Expected to Sell for $20M

Dubbed the “Mediterranean Blue,” this “remarkably rare” diamond will be part of Sotheby’s May jewelry auction in Geneva.

American Gem Society Jewelry Evaluation Advisor logo
MajorsMar 19, 2025
AGS Adds New Program, Relaunches CSA

The American Gem Society now offers a Jewelry Evaluation Advisor designation as well as an updated Certified Sales Associate designation.

Beck pieces created for residency at Trove
CollectionsMar 18, 2025
Beck Debuts New Collection as Trove’s Latest Designer-in-Residence

Rebecca Zeijdel-Paz created more than 75 new pieces for the residency, which will be on display at Trove’s store in New York through April.

Finks Jewelers Emmy award
Events & AwardsMar 18, 2025
Fink’s Jewelers Is Now a Regional Emmy Winner

The company and its marketing agency, Loudr, were recognized for the “Make You Dance” marketing campaign.

Citizen premiere
WatchesMar 18, 2025
Citizen Announces New Modern Luxury Watch Category

The “Series8” and “Attesa” collections will be grouped under Citizen Premier.

Borsheims Assistant IT Manager David Fager
MajorsMar 18, 2025
Borsheims Names New Assistant IT Manager

David Fager, a former systems engineer at the retailer, was promoted to the role.

The 2025 Gem Awards
Events & AwardsMar 17, 2025
Gem Awards Honor All Facets of the Industry

From retailers to designers and the media, the fine jewelry industry recognized one another’s work and looked to the future.

Eleanor H. Yeh GIA jewelry design
Events & AwardsMar 17, 2025
GIA Names Winner of Emerging Jewelry Design Talent Award

Eleanor H. Yeh is the recipient of the eighth annual Gianmaria Buccellati Foundation Award for Excellence in Jewelry Design.

 Joseph Cavalcante Tous managing director
MajorsMar 17, 2025
Tous Names U.S. Managing Director, VP

Joseph Cavalcante takes on the dual role as the Spanish jewelry brand looks to expand further into the U.S. market.

Continental Buying Group logo
Events & AwardsMar 17, 2025
CBG Expands Las Vegas Show to 3 Days

The trade show has also upgraded its venue to the Caesars Forum Conference Center.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy