Apple Declares War on Newsletters

Marketing School - Digital Marketing and Online Marketing Tips

Eric Siu and Neil Patel

Careers, Marketing, Business

4.6 • 1.4K Ratings

🗓️ 2 August 2023

⏱️ 6 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

In episode #2524, we discuss Apple's declaration of war on newsletters. Join us as we explore the recent developments and changes implemented by Apple that impact newsletter creators and subscribers. We investigate the potential implications for content creators, marketing strategies, and the future of newsletters in light of these changes. Hear valuable insights into the evolving landscape of digital content distribution and the challenges faced by newsletter platforms. Whether you are a content creator, marketer, or avid newsletter reader, this episode offers valuable analysis and recommendations to navigate the shifting newsletter landscape effectively. Tune in to stay informed and adapt your marketing strategies accordingly in response to Apple's latest moves. TIME-STAMPED SHOW NOTES: [00:00] Today’s topic: Apple Declares War on Newsletters. [00:10] How iOS 17 will impact the distribution of marketing material. [01:15] Ways companies are adapting to Apple’s new privacy rules. [02:05] Results from a survey regarding the impacts of Apple’s privacy rules. [02:58] What Apple is really good at: telling a story. [03:12] Why newsletters are not at risk, despite the changes by Apple. [04:07] An essential metric to track the success of newsletters. [04:24] We share our newsletter tracking metrics. [05:17] That’s it for today! Don’t forget to rate, review, and subscribe! Go to https://www.marketingschool.io to learn more! Links Mentioned in Today’s Episode: Don’t forget to help us grow by subscribing and liking on YouTube! ‘Apple has declared war on email newsletters’ | Substack Beehiiv Sign up for the next Marketing Mastermind class on Leveling Up Founders Leave Some Feedback: What should we talk about next? Please let us know in the comments below Did you enjoy this episode? If so, please leave a short review. Connect with Us: Single Grain << Eric’s ad agency NP Digital << Neil’s ad agency Twitter @neilpatel Twitter @ericosiu Learn more about your ad choices. Visit megaphone.fm/adchoices See omnystudio.com/listener for privacy information.

Transcript

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0:00.0	So Apple has declared war on newsletter.
0:03.4	So I'm going to read off a couple things
0:05.1	and then we're going to jump right into this.
0:06.6	So this newsletter I'm reading, this is from Simon Owens on Substack.
0:10.4	So it says Apple is coming again for your newsletter metrics.
0:15.0	So with iOS17, which expands the public beta in July before the official launch in September,
0:20.0	Apple will start automatically removing link trackers from URLs sent via message and mail, as well as links in Safari private browsing.
0:27.5	Some marketers say removing URL parameters can make campaign analytics less reliable,
0:32.0	some of the unintended impact quote unquote
0:35.1	changes could include URL trackers related to ad measurement
0:38.8	embedded media, social widgets, fraud prevention,
0:41.6	bot detection, audience measurement, blah, blah, blah, blah.
0:44.4	And the other thing too is a few years ago, Apple killed our ability to accurately track open
0:49.6	rates by automatically opening all emails that were loaded into the Apple Mail app.
0:53.9	And so there's that too.
0:54.9	So people are talking about their high open rates.
0:57.3	They're probably artificial.
0:58.9	So the final thing I'll call out here before we go into it is by eliminating these features Apple just seems to be giving more power to close platform ecosystems that can track user behavior from end to end platforms like Facebook, Instagram, YouTube, and Tik-talk, and that's that.
1:15.0	Well, they also made it harder on Facebook with the iOS privacy changes.
1:19.0	But the things that a lot of these platforms are doing is they're making moves that helps them grow their ecosystem more than others.
1:27.5	And I think that's the key that you're seeing even Google.
1:30.0	They're following suit with Apple's privacy changes, right, with cookie-less stuff, and that's going to impact Facebook in 2024 as well.
	...

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