Heading for the Hills

Apple have recently released iOS15 and their latest software is now being adopted across iPhones - and it introduced Mail Privacy Protection (MPP). MPP will also from this month begin to roll out on MAC OS. So what is Mail Privacy Protection? Apple states: “Mail Privacy Protection stops senders from using invisible pixels to collect information about the user. It prevents senders from knowing when they open an email and masks their IP address so it can’t be linked to other online activity or used to determine their location.” How do users activate MPP? Mail Privacy Protection is an opt-in feature in the Apple Mail app that is included by default with the release of Apple’s latest mobile operating system - iOS15 Given how MPP is presented to users we expect a high adoption rate. See the graphic below: What does MPP mean for email marketing? Well, fundamentally it means we'll have to establish new benchmarks for how to review success and KPIs for email marketing campaigns. Information such as Open Rates, user location, and specifics of which users have opened will all be distorted. Email marketing platforms will adjust, and it may be that we can retain some of these benchmarks by filtering Apple devices from reporting. Ultimately we think it will encourage businesses to focus more on engagement, and that is no bad thing. High quality content, with clear calls to action is imperative and data like click through volumes, and associated revenue will still be a key metric. Email marketing is by no means reduced with these updates - it's still a hugely powerful communication channel that businesses can use to build a relationship with their customer base. The reporting on the channel is just going to change a little.  If you've any questions, or would like help preparing an email marketing campaign please do get in touch with the team!