Apple Mail’s new privacy functionality, which is due to be released anytime from September 2021, has the email marketing world up in arms. This is because it could change the way many marketers track, trigger, personalise, and improve their email campaigns. What does it all mean and how can you prepare for it? Read this…
When understanding Apple Mail’s privacy protection, it’s valuable to know how email platforms track email opens. Usually, it works by including a tiny, invisible image the size of a pixel in the email. As soon as the recipient opens the email, it downloads this image from the sending platform’s server and that download is recorded as an open.
With Apple’s new privacy functionality, all incoming emails will first be directed through a proxy server, which will load and cache the content of every email whether a recipient opens it or not. So, you’ll still see a record of the open, but it won’t necessarily be an accurate representation of the email being opened by your readers.
According to Litmus’s Mail Privacy Protection Survival Guide for Marketers. “This affects any email opened from the Apple Mail app on any device—no matter which email service is used such as Gmail or a work account. On the other hand, this shouldn’t affect other email apps used on Apple devices like the Gmail app on an iPhone.”
Additionally, this privacy function will mask IP addresses, so external parties can’t track a user’s location or their online activity.
The function will be optional for all Apple Mail users, so it’s likely that not all Apple recipients will use it, but with only 4% of Apple users in the US having opted in for their mobile activity to be tracked, chances are good that most of them will. Either way, the stats will be skewed, and there’s no way of knowing to what degree.