Apple announced during this year’s Worldwide Developer Conference that the upcoming iOS 15 will have a Mail Privacy Protection feature. This is super important for digital marketers to know and reevaluate the metrics they focus on.
In the Mail app, Mail Privacy Protection stops senders from using invisible pixels to collect information about the user. The new feature helps users prevent 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.Apple, June 7, 2021 Press Release
If a reader enables Protect Mail Activity then marketers cannot link Opens to online activity or determine their location.
Instead of blocking the tracking pixel, Apple feeds them the wrong data. When this feature is turned on, the Apple device will download all images including the “tracking pixel”. The Open Rate, Time of Open, the actual IP, device and location will not be sent back to the sender. Everything will show as 100% opened.
If haven’t been using vanity metrics like Open Rates then you should be in good shape.
This is only the beginning of storm of privacy protection enhancements in the tech industry. We already lost third-party cookies and few legislations like General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) have impaired different marketing.
Educate your internal stakeholders and teams to set different goals and change their approach to email testing, data hygiene and attribution.
We are expecting other email providers to follow this move and introduce similar features. Macro is keeping an eye on these developers and will keep you informed.