Apple’s Mail Privacy Protection feature could affect open rate tracking and email-based A/B testing.
Marketers should be prepared for the impact of Apple’s iOS 15 update, which includes Mail Privacy Protection, iCloud + and Hide My Email. The former feature hides users' IP addresses, preventing the tracking of email opens or link other online activities, and track users’ location.
Brands should continually follow the updates from Apple, to come up with solutions to be prepared for the eventual roll-out. Marketers should rethink open rate goals for the iOS 15 update, as they discover the new low, average, and high email open rates.
Tracking clicks and click-through rates (CTRs) to links in blogs, product pages, and traffic can help brands assess the effectiveness of email campaigns. Analysing click maps and unsubscribe rates can also help brands gauge metrics like retention of users and open rates.
[8 minute read]