I was talking to a publisher last week about the ramifications of Apple’s iOS 15 on email marketing and they delightedly said, “well, all of our open rates are going to skyrocket.”

That they will. The problem is deeper than open rates skyrocketing while real, actual opens don’t change at all. You know, basically nullifying this cornerstone metric. Think about marketing automation and the importance of an open or lack of an open in that process.

Email Marketing is Changing Rapidly