Apple iOS users are opening emails, without opening them??

If you're doing email marketing regularly (and if you're not, why not? 😈) you may have noticed an increase in open rates over the last few months.

Don't start celebrating yet! A nifty feature on iPhones is that Apple Mail will open your email to check it's safe, without the user having to open it theirselves. While this is good for privacy and safety, it's tricking marketers and brands into thinking more people are opening than they actually are.

Our tips:

📧 Consider that up to HALF of your email opens could be Apple Mail auto-opens (according to Practicalecommerce)

📧 Make sure you're putting in some kind of CTA (call-to-action)  in your emails so you can track clicks. This is a more valuable metric anyway!

📧 Make sure your subject line is relevant and inspires confidence - not to spammy! Including your brand in the subject or preview text helps.

More help from our friends at Klaviyo ↗️

We're official Klaviyo Partners - if you ever need tailored email guidance, hit us up at hello@playfairmarketing.com