Similarly, Apple will route the email content through proxy servers that randomly assign an IP address only to the geographical region where the intended Apple Mail user is located. This means engagement strategies countdown timers based on email opens will become more difficult to orchestrate. Therefore, if a target group is not overwhelmingly made up of Apple Mail users, then the A/B subject line testing may still work in many situations.ĭynamic content: Since Apple will pre-load and cache all the email content by default soon after the email is sent, the email sender will be only able to record the ‘open time’ of when Apple pre-loaded the email. However, it is possible that the open rates for both variants could be similarly inflated. But, open rates are artificially inflated, which means knowing which version of a subjective performed best is much more difficult to determine. The same can be said for when using email opens to decide when to send subsequent communications.Ī/B subject line testing: A/B testing of subject lines is a standard practice to help optimize open rates. Nurture flows: Automated follow-up communications designed to nurture or re-engage recipients, based on whether the previous email was opened or not, will become a less reliable trigger.
This means the open rates will be artificially inflated – bringing into question whether it can be used as a reliable success metric. But for marketers, Mail Privacy Protect will affect email marketing in a number of ways:Įmail open rates: For any user that’s opted in for Mail Privacy Protection, it will appear that they have opened their emails. So, it’s no surprise that Apple has responded in such a way to better protect their customers' data. Privacy is such a big issue and talking point across every industry and form of consumer communication. How will Apple’s Mail Privacy Protection affect email marketing? Marketers will have no idea if their target audience is actually opening their emails.
An IP address will be assigned to the general region of the subscriber instead of their specific geolocation.īecause the caching process requires Apple to request images - including the open tracking pixel - from the email service provider's server, this will create a false positive that the email was opened. With the wording of the two options, who is really going to select don’t protect?įor people who choose Protect Mail activity, Apple will first route their emails through its own proxy server to pre-load all content in its own cache before serving to recipients.
They are prompted with two options - 'Protect Mail activity' or 'Don’t protect Mail activity.'Īpple users will have a choice to make, and many are likely to select 'Protect' as their default option. The Mail Privacy Protection splash screen will be displayed the first time someone opens the Apple Mail app after updating their device.
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