{"id":9895,"date":"2022-02-04T19:45:05","date_gmt":"2022-02-04T19:45:05","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/04\/how-apples-ios-15-could-be-a-blessing-for-email-marketing\/"},"modified":"2022-02-04T19:45:05","modified_gmt":"2022-02-04T19:45:05","slug":"how-apples-ios-15-could-be-a-blessing-for-email-marketing","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/04\/how-apples-ios-15-could-be-a-blessing-for-email-marketing\/","title":{"rendered":"How Apple\u2019s IOS 15 Could Be A Blessing For Email Marketing"},"content":{"rendered":"

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Apple announced in the year of 2021 at their annual Worldwide Developers Conference on June 7th, that Mail Privacy Protection (MMP) was to be introduced. Fast-forward a few months and with Apple\u2019s IOS 15 email privacy in place, this feature is now in effect.<\/p>\n

The announcement about Apple\u2019s Mail Privacy Protection has certainly brought into question what that means for the future of email marketing. So now that it\u2019s here, what is the reality of MMP for email marketing? Could it be a blessing, or rather a curse?<\/p>\n

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3 Ways Apple\u2019s privacy updates impact email marketing<\/h2>\n

According to a Malligen infographic, 89% of marketers<\/a> use email as the primary channel for generating leads. It\u2019s very apparent that email is a significant part of the marketing strategy that many marketers create to encourage conversions and retain their customer base.<\/p>\n

So what ways do Apple\u2019s hide my email iOS 15 impact email marketing? <\/p>\n

1. Open rates are no longer reliable<\/h3>\n

As Apple pre-loads email data regardless of whether or not the user opens an email, it means email open rates are unreliable. This inaccuracy makes it difficult for marketers to see whether or not the email has performed well and how many are really engaging with it.<\/p>\n

Email open rates are likely to increase but ultimately, it will be hard to decipher which of those have actually been opened.<\/p>\n

Open rates used to be a great way for marketers to access how well the marketing in place is performing. <\/p>\n

2. Individual user data is no longer available with MPP enabled<\/h3>\n

Sadly, user data of individuals like location, time opened, etc. are something that will no longer be available when this Mail Privacy Protection is enabled.<\/p>\n

As Apple is using this feature to protect it\u2019s Apple Mail users, its likely that marketers will have less information to utilize regarding the individual\u2019s online activity.<\/p>\n

Some of the individual data no longer available may include:<\/p>\n