Prepare for Apple email privacy changes

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 07, 2021, 4:39 PM UTC

With Apple rolling out iOS 15, publishers would not be able to track Apple Mail users.

Studies show 25-50% of publishers’ email subscriber base would be affected by Apple’s privacy change. This change would only affect Apple Mail users, not those who use Gmail, Outlook for other mail apps on their iOS device.

Though Apple would not block the tracking pixels, it would be loading all tracking pixels before a subscriber sees the email, affecting email open rates. Publishers should determine how many users open their emails on Apple Mail and adjust their baselines email open rate expectations accordingly.

They also need to educate team members and clients about this change. Publishers should also update their KPI reports and dashboards, modify email engagement and cleansing process, adjust automation workflows. They should further design emails in a manner that encourage users to click the link.

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