ImpactВ on Tracking & Measuring Email Campaign ResultsTracking pixels within Apple Mail will be disabled, which means that marketers will no longer reliably tell when an email is opened. While there is no immediate impact on email programs right now, marketers need to understand what potential impact this change could have and what strategies can elevate email marketing programs. When Will This Go Into Effect?The iOS 15 release will be available this fall, possibly as early as September. The restriction, which needs the userвЂ™s consent, would apply to any email opened on AppleвЂ™s Mail app (Gmail, Yahoo, Outlook, etc.). According to Apple, вЂњMail Privacy Protection stops senders from using invisible pixels to collect information about the user, which prevents senders from knowing when they open an email and masks their IP address so it canвЂ™t be linked to other online activity or used to determine their location.вЂќ So naturally, an implication for marketers is that they would not know when or if a user has opened their email in AppleвЂ™s Mail app. Apple's AnnouncementOn June 7th, at the Apple annual Worldwide Developers Conference (WWDC 2021), Apple announced in their iOS 15 release that Mail Privacy Protection would be enabled on the native Mail app on all Apple devices вЂ“ iPhone, iPad, and Mac.

If the user uses the Gmail app or another mail app, the privacy controls will not be affected. The privacy protections, which need the userвЂ™s consent, would apply to any email opened on AppleвЂ™s Mail app (Gmail, Yahoo, Outlook, etc.). Therefore, the impact could be more significant than previously experienced when other providers have chosen to disable tracking pixels by default. AppleвЂ™s Mail app has broad adoption across many providers.

Steps You Can Take Now (for Marketing Automation Users)If marketers are not doing so already, an excellent place to focus would be on device-based segmentation. These changes mean that marketers must begin planning to determine what these strategies will look like for Apple users once iOS 15 is released and the privacy protection capabilities take hold this fall. The privacy restrictions will also impact email campaigns incorporating location data for personalization. Email opens drive send-time optimization strategies, real-time personalization, re-engagement campaigns, and automated multi-wave campaigns. Additional Areas ImpactedMeasuring open rates is not the only aspect of email marketing impacted by AppleвЂ™s Mail Privacy Protection. Also, consider what you are measuring: open rates are a function of the subject line clicks are a function of your offer or content activity after the click is a function of your products/services/website.

It would also be beneficial for the marketer to understand other campaigns and strategies that incorporate opens as a trigger or metric (i.e., re-engagement campaigns, send-time optimization, etc.).To view what device a user is opening or clicking an email from, you can create a filter on the tracking logs level and look at the Device field under the Browser table, as shown.Our PaciolanВ team will continue to keep our community updated as more findings and solutions are shared, as this change affects email marketers everywhere. In addition, segmenting by device type will provide insights into how much of an audience uses Apple Mail to read emails.

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