Hey it’s Chase and Jimmy here!

Email and SMS performance looking a little... off?

You're not imagining it.

Apple’s privacy updates have thrown a wrench in the usual playbook—messing with your tracking, inflating your open rates, and stripping key data from your links. And they’re just the beginning.

In this issue, we’re unpacking how privacy changes are shaking up retention marketing—and what savvy brands are doing to adapt. From smarter metrics to first-party data collection and personalized journeys, here’s how to keep your strategy sharp in the permission-first era.

Plus:

 📊 A fresh report on how your email stats stack up in 2025

⚖️ The $311M lawsuit shaking up the energy drink space

📦 Why Shein and Temu shoppers might see higher prices

 🧃 And how hydration is fueling the next big thing in wellness

👇 Let’s get into it.

🧠 Email Still Delivers. Here’s the Data to Prove It.

Think email marketing is losing its edge? Think again.

Omnisend’s latest stats roundup for 2025 is stacked with proof that email is still one of the highest-performing channels in your toolkit—if you’re using it right.

From ROI benchmarks to subject line trends, this blog breaks down the numbers that matter and what they mean for your strategy this year.

Inside the breakdown:

• Email ROI: $68 per $1 spent on average

• Automated flows = 37% of revenue (but just 2% of sends)

• 80% of marketers see better performance with personalization

• Top industries for opens, clicks, and conversions

📈 See how your results stack up — and where there’s room to grow.

💬 Navigating iOS and Privacy Changes: Email & SMS Marketing in a New Era

Feeling like your email or SMS campaigns are acting weird lately?

You’re not imagining it.

Apple’s privacy updates have made it harder to know what’s working.

Let’s break down what’s happening, how it affects your email and SMS strategy, and what smart ecom marketers are doing to stay ahead.

What’s Changing in Privacy?

Apple fired the first major shot with Mail Privacy Protection (MPP).

If you send emails to Apple Mail users, your tracking pixels can still trigger – but not because someone opened your email. It’s because Apple preloads those images whether your customer sees the email or not.

Translation: Open rates are no longer trustworthy.

Next came these two:

• App Tracking Transparency (ATT): Gives users the option to say “no thanks” to being tracked across apps.

• Link tracking protection: Strips identifying parameters from SMS and email links in some cases.

And this is just Apple.

Add in GDPR, CCPA, and more incoming privacy laws worldwide, and we’re officially in a new era of permission-first marketing.

The Impact on Email Marketing

Open rates don’t tell the full story anymore

For years, email marketers lived and died by their open rates. But with MPP in place, those numbers are inflated and basically meaningless.

So what now?

✅ Start tracking what matters: clicks, conversions, revenue per send, and unsubscribe rates.
✅ Optimize based on behavior, not just vanity metrics.

Open rates were always a little shaky. Now they’re officially off the table.

Segmentation based on real engagement

If your automations still rely on opens ("sent a re-engagement email if no open in 30 days"), it’s time for a refresh.

Shift your strategy to engagement that actually signals interest, like:

• Clicks

• Purchases

• Product views or cart adds (if tracked through your platform)

The goal is to let real actions guide your next move, not inflated open rates.

What SMS Marketers Need to Know

Link tracking is harder

iOS 17 came for your SMS links. If you’re using UTM parameters or link shorteners to track conversions, Apple might be stripping them clean.

That means your SMS platform could show a message was sent and clicked… but you might lose sight of what happened after.

👉 How to work around it:

• Use dedicated landing pages for specific SMS campaigns

• Assign unique discount codes to each send

• Integrate with platforms that offer server-side tracking (like post-purchase attribution tools)

Spam filters are more aggressive

With increased spam filtering on iPhones, SMS campaigns that feel too pushy or too frequent can end up flagged. Worse, users can report you.

Here’s your mantra: Value first, always.

Ask yourself before every send: Would I want to receive this text?

Here are some tips that help:

• Let customers pick frequency in your opt-in process

• Only text when you have something genuinely worth sharing

• Avoid sending during off-hours 

4 Clever Ways to Adapt Your Strategy

1. Focus on metrics that actually matter

If you’re still reporting on fuzzy open rates, It's time for a mindset shift.

Marketers need to focus on metrics that reflect actual behavior and success, like:

• Revenue per recipient: How much each email or text is actually earning

• Click-through rates: Who's engaging with your content and what they’re interested in

• Unsubscribe and complaint rates: Signals that your messaging might be off

• Repeat purchase rate from campaigns: A strong indicator of long-term impact

These numbers tell a more complete story of what’s working (and what’s not). And unlike opens, they give you insights you can act on.

💡 Pro Tip: Start including revenue and click data in your regular reports, even if you have to educate your team or clients on why they matter more than opens.

2. Collect more first-party data

Third-party data is drying up fast. What you gather directly from your audience (aka first party data) is now your most valuable asset.

But people won’t just hand over their info unless you give them a good reason.

Here’s how to collect first-party data while building trust:

• Let subscribers set preferences so they control what (and when) they hear from you.

• Use quizzes to collect insights while offering personalized value.

• Give rewards for sharing info like birthdays or favorite products (e.g. loyalty points).

• Offer sign-up perks (e.g. free shipping) to encourage account creation.

This kind of data helps you personalize campaigns, build stronger relationships, and future-proof your marketing strategy.

💡 Pro Tip: Position every data ask as a benefit to the customer. “Tell us your birthday and get a treat!” works better than “Give us your data.”

3. Use behavioral data to personalize campaigns

Customer actions like clicks, page views, and past purchases tell you more than any demographic info or open rate.

They show what someone actually cares about.

Here’s how to put that data to work:

• Trigger browse and cart recovery emails based on real-time activity.

• Personalize recommendations using products they've clicked or bought.

• Create VIP experiences for your most active or high-value shoppers.

The more relevant your messages, the better your conversions.

💡 Pro Tip: Set up segments based on recent actions (like “clicked in last 7 days” or “viewed product X”) and test personalized follow-ups. Start small and scale from there.

4. Be transparent about how you use data

Your customers are savvier (and more skeptical) than ever. If you’re collecting data, they want to know why. And if you’re not being clear? They’ll bounce.

Here’s how to stay in their good books:

• Use plain, friendly language in your privacy policy and email footers. No legal jargon.

• Share in your emails or texts that their info is safe and used responsibly.

• Let them update preferences like reducing frequency or even pausing messages.

Being open about your data practices shows you respect your audience.

💡 Pro Tip: Use your welcome flow to set expectations. A line like “We’ll only text when it’s worth your time” goes a long way.

Final Thoughts: What the Future Looks Like

Let’s be real: Apple’s changes are just the beginning.

Google’s phasing out third-party cookies. Meta’s been hit with privacy crackdowns. And more users are demanding control over their data.

Silver lining: The push for privacy is forcing all of us to become better marketers.

Here’s how to stay on top of your game:

✅ Don’t panic over open rates
✅ Invest in first-party data
✅ Segment (and personalize) based on real engagement
✅ Communicate with transparency

You've got this!

⚡ The “Oh Sh*t” Moment That Woke Up a 9-Figure Brand

They were prepping for a major round of funding—until their auditors flagged multiple unregistered states. Tax compliance nearly cost them the deal.

Enter Kintsugi.

Here's what they got:

✅ 3-day full compliance remediation
✅ Auto-registration in all high-risk states
✅ Complete audit documentation and support
✅ Ongoing real-time alerts for future-proof compliance

Kintsugi made the difference between a blown round and a clean close.

Be ready before it matters.

👉 Schedule a compliance check-in

🗞️ Quick Clips

• Shein & Temu hit with tariffs—and shoppers will feel it: Both fast fashion giants are planning price hikes in the U.S. as new tariffs close the de minimis tax loophole. Translation: Their ultra-low prices might not stay that way for long.

• Meta wants a slice of retail media budgets: Retail media is heating up—and Meta’s going all in. From AI tools to new ad placements in Shops, they’re chasing dollars currently flowing to Amazon and Walmart. Expect more monetization inside your scroll soon.

• Monster wins $311M over false claims by Bang: Monster Energy just handed Bang Energy a major L, winning a $311M lawsuit over false advertising. Reminder: wild marketing claims come with a cost—especially when you’re #2 trash-talking the category leader.

• Hydration meets innovation in sports nutrition: Electrolytes, adaptogens, gut health—today’s sports drinks are doing more than quenching thirst. FoodBev Media’s deputy editor Melissa Bradshaw breaks down how functional, clean-label innovation is shaping the future of performance beverages.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me—always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

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