![]() ![]() According to Litmus testing, the Apple device must be on WiFi with Mail running in the background. This will distort email analytics, showing as if all Apple emails have been opened. However, based on the 4% opt-in to ad tracking from Apple’s App Tracking Transparency tool and the language around the Mail Privacy Protection options, it’s highly likely we’ll see similar opt-in rates for email tracking.Īpple will first route emails through a proxy server to pre-load message content-including tracking pixels-before serving to readers (even if readers don’t open those emails). ![]() When you first open the Apple Mail app, you will get a message prompting you to either “Protect Mail activity” or “Don’t protect Mail activity.” Ultimately for marketers, the upgrade means less accuracy with email open rates. It also masks the IP address so it can’t be linked to other online activity or used to determine location.Īpple privacy protection in iOS 15 rolls out as early as September 2021. Marketers dodged a downhill-rolling boulder with Google’s announcement to stop third-party tracking, only to find another serious obstacle (Apple’s new policy) right behind it.Īpple’s Mail Privacy Protection blocks email senders from knowing if email recipients opened their email. ![]() Apple’s new privacy protection made me sigh. ![]()
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