There are other benefits of Apple’s Mail Privacy Protection to marketers such as validation of email addresses. Prior to Apple Mail Privacy Protection there could be skepticism of URLs and links within the messages leading to more deletes or false positive, potentially also resulting in more complaints and/or unsubscribes. Full load of images and content will be sent to the recipients who will have a much higher sense of security in reading/ingesting/actioning the email and its content. For example, previous users who chose to receive text-only based messages to protect their privacy will now receive the more rich content of the full message providing a better user experience while engaging with the message. While Mail Privacy Protection reduces visibility of open rates there are benefits to the user experience as user trust increases in the messages received through Apple Mail. Best practices such as confirmed opt-in list building, list maintenance & hygiene, consistent sending patterns and cadence, and honoring opt-outs and complaints will be even more important for marketers to adhere to as they adjust to the new Mail Privacy Protection feature. Additionally, email deliverability best practices will be more important than ever to help maintain healthy lists and a responsive user base. These types of metrics will need to be relied upon to supplement open tracking data. However, other data points and user activity will still be available such as click-through rates, onsite activity, and conversion history. There will be a major impact to marketers who rely heavily on open rates as a conversion metric for user engagement as open data will be skewed as messages containing tracking links will fire regardless of if a recipient actually engages with the message or not. Apple Mail Privacy Protection is not enabled by default but as you launch the Apple Mail app in iOS 15 initially, the user will be prompted to enable privacy protection which most users will choose to turn on. If a user engages messages through another mail application such as the Gmail app, Apple Mail Privacy Protection will not be applied. As a result, senders will not have open tracking insight as all tracking images and pixels will fire as the messages are downloaded to the Apple Cache.Īpple Mail Privacy Protection will apply to email opened on the Apple Mail app. If the user opens the email it pulls the message from the Apple Cache rather than from the original sending source, typically an email service provider (ESP). This happens regardless of if the user actually opens the mail at that time or not. When a user starts Apple Mail on their iOS device, emails to that user are initiated for download to their device but are first cached by Apple including all images and pixels, to a proxy server that does not expose individual recipient IP addresses but rather a generic IP of the Apple Cache. The end user will also have more confidence in the security of the message including its links. This will result in all messages that have the Apple Mail Privacy Protection enabled to register an open regardless of whether the recipient has read the email message or not. Apple is doing this in order to protect user information and increase privacy while also helping to facilitate a richer user experience as Apple Mail users can confidently open, read, and engage with messages without all their email interactions being tracked through remote images and tracking pixels. Apple Mail Privacy Protection will eliminate the open as being a reliable metric to evaluate user engagement on the sender’s side as all tracking pixels and images will be cached and fired as it hits Apple Mail. Apple Mail Privacy Protection will allow iOS to privately load remote message content which will hide recipient’s mail activity information like IP and user agent information, including geolocation and device(s) used to engage with the message. On June 7th at Apple’s Worldwide Developer’s Conference (WWDC 2021) Apple announced that Apple Mail users can now choose to use Apple Mail Privacy Protection.
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