New iOS updates are coming which includes stricter measures regarding their Mail Privacy Protection:
”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.”
The main scope for email marketers is that Apple will fetch the content (and load images) of an email before your contact opens the message, this will trigger a "mail opened" to the sender. But the contact may not even open the email later on, so the sender will have a bunch opens that likely aren't real.
You can read more about the actual update on our blog, but what are the direct effects for your email marketing in Symplify?
And yes, this is Apple "only", the others will remain the same (for now), but with Apple being one of the biggest players on the market, this will have impact on your daily business in one way or another:
- The statistic measurements for email open and open rate will return more contacts than before.
- Email click rate will decrease since the number of opens will increase.
We're adding Click through rate (CTR) as a measurement in our reports.
- Email segments including the condition open will target contacts that haven’t opened. This also includes split steps in Journeys like Engagement splits and segment splits/waits.
- If you’re a fan of AB testing and evaluates on email opens, you should consider your strategy.
- Your engagement exports from Symplify will contain contacts that haven’t opened your emails.
- The engagement filter will engage contacts that haven’t opened your emails within your given timeframe (which may increase your reach to contacts that actually have not opened your emails).