In this episode of Retail Right Now, Total Retail's Melissa Campanelli and Kristina Stidham discuss an article recently published by Total Retail, “The Death of the Open Rate: How Email Marketers Can Prepare for iOS 15,” authored by Greg Zakowicz, director of content at Omnisend. The article delves into the upcoming Apple iOS 15 feature that prevents companies from seeing email opens from subscribers who are using the Apple Mail app. However, according to Zakowicz, it’s not all doom and gloom for email marketers. Campanelli and Stidham share three of the six ways the author recommends brands prepare email marketing programs for the death of the open rate.

If marketers start optimizing their email messages now so they're more meaningful for subscribers, they’ll be more than ready for this new era of driving sales, not opens. You can read the rest of Zakowicz’s six tips to prepare for the death of the open rate by clicking here.