And it's not just because there are no means to do so. In most cases, it's because the average user lacks knowledge about how to protect their privacy and enforce their rights online.
Apple has been trying for many years to make a career out of transparency in data management. This latest update to its email application has some implications for email marketing strategies that you should be aware of. Especially regarding tracking deliveries, since it will prevent senders from knowing when a user has opened an email or if they have actually opened it.
TABLE OF CONTENTS
A new system to protect users' privacy
Goodbye to invisible pixels
What implications does Mail Privacy Protection have in Email Marketing?
Tips for adapting to the new Mail samoa email list Privacy Protection in Email Marketing
1.- Identify to what extent it affects you by observing the percentage of users who use Apple Mail
2.- Focus on analyzing other processes that depend on the opening rate
3.- Define new campaign tracking conditions and new KPIs
4.- Create more active user segments
5.- Limit the use of animated countdown images
6.- Boost your omnichannel strategies
7.- Inform your clients of future changes
A new system to protect users' privacy
Apple's concern for transparency is not a new trend. In fact, this year it has introduced new features in operating systems such as iOS 15, iPadOS 15, macOS Monterey and watchOS 8 that guarantee greater control for users over the data they share with apps.
One of these updates was released this fall. It is Mail Privacy Protection, which comes by default in iOS 15 and will bring some implications for Email Marketing. The reason is that this new measure disables the user's IP and will prevent invisible tracking pixels from being used in the email to collect user data or to measure email openings.
Despite the alarm that has been created around how Mail Privacy Protection will affect Email Marketing, it is important to understand exactly what this protection consists of and how it is used. The main thing to know is that this update belongs to Apple's own email manager and, although it comes activated by default on devices, it is possible to enable and disable it .
In other words, it will be up to the user to decide how much data they share with the app. Ultimately, it's about giving people more control so they can make an informed decision about their own private data.
