Now you do not know when an iOS 15 user does not open your email Perhaps, you would trigger an automatic re-engagement campaign based on unopened emails for the most effective subject line) based on subscriber open rates are inaccurate now
You will no longer be able to accurately target campaigns or segment subscribers based on when the user last opened your emailįalse opens hide unengaged subscribers, so it will be difficult to clean your email list to optimize your email deliverabilityĪny split test winners (e.g.
You will not be able to rely on open rates for:įor subscribers that use the Apple Mail App, you don't know if your subject lines are working, if you are sending emails at the right time of day and if your subscribers are even reading your content. Simply put: You cannot rely on the open rate anymore Since the Apple Mail app is preloading images in an email, even for emails that have not been opened, you will see false opens for all emails sent to recipients that use the Mail app Current forecasts say nearly 90% of users will adopt iOS 15 within the first six months after the release. Whether users are using their iPhone or iPad (and soon their Macbooks), all open rates will be inflated for iOS 15 users who have Mail app running in the background. This affects all Apple users that open the Mail app on their device, regardless if they use it to check their email inbox or not. The "Open" data will be masked, meaning it is impossible to identify which Apple user opened the email, when, where, and if they even opened it themselvesĪlmost all emails sent to Apple Mail App will be automatically marked "Open", even if they haven't been openedĪpple iPhone (iOS Mail), Apple Mail (macOS Mail), and Apple iPad (iPadOS Mail) are the preferred email clients for nearly 50% of users in 2021, so this translates to a considerable share of email subscriber data impactedĮven if an Apple user had given you consent to email them when they subscribed to your content, the MPP overrides that and impacts your ability to provide targeted value to your readersīottom line: Your open rates for emails will be impacted because MPP can skew the open rate for Apple users by up to 75% When enabled in Mail app, it preloads all email content (including the open tracking pixel) through a proxy server before making it available to the recipientįor marketers, this preload will appear as an "opened" email, even if the recipient has not opened the email Hides IP addresses so that user's online activity cannot be traced back to them or their physical location What does Mail Privacy Protection (MPP) do? As of September 20, 2021, MPP is available on iOS 15 and iPadOS 15 devices. Let's start with: What is Apple changing?Īpple has announced Mail Privacy Protection (MPP) for their Mail app on iOS 15, iPadOS 15, and macOS Monterey devices. If you're feeling the pressure and you're not sure why or what to do about it, we've got you covered - continue reading to understand what's going on and how you can adapt to the changes. You've probably heard whispers of skewed subscriber data, affected KPIs, and whole-new email journeys, and you're not alone trying to understand all the fuss and the impact the new OS release has on your email marketing strategy. By Nancy Kwan - Director, Digital Marketing - September 28, 2021Īpple's recent iOS 15, macOS Monetery and Mail Privacy Protection settings announcement has sent the global marketing community into a frenzy.Ĭhances are you've heard the noise and the panic it is creating amongst many email marketers, or you wouldn't be here.
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