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data-src="https://www.icontact.com/wp-content/uploads/2024/04/cXuXlVsJ_400x400.jpg" class="custom-avatar lazyload" loading="lazy" alt="iContact avatar" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" style="--smush-placeholder-width: 400px; --smush-placeholder-aspect-ratio: 400/400;"><noscript><img data-src="https://www.icontact.com/wp-content/uploads/2024/04/cXuXlVsJ_400x400.jpg" class="custom-avatar lazyload" loading="lazy" alt="iContact avatar" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" style="--smush-placeholder-width: 400px; --smush-placeholder-aspect-ratio: 400/400;"><noscript><img src="https://www.icontact.com/wp-content/uploads/2024/04/cXuXlVsJ_400x400.jpg" class="custom-avatar" loading="lazy" alt="iContact avatar"></noscript></noscript></a> by <a href="https://www.icontact.com/blog/author/icontact-admin/">iContact </a></p> <div class="sac-copy cf pt-24 pb-16"> <p>The buzz around Apple’s latest announcement around Mail Privacy Protection has marketers talking. On June 7th, Apple announced a new feature coming later this year that could change how <a href="https://www.icontact.com/bulk-email-marketing-services/"> email marketers </a> measure their <a href="/blog/welcome-emails-a-necessity-not-an-option/"> email marketing success </a> .</p> <h2><b> What is the update? </b></h2> <p>A new ‘Mail Privacy Protection’ tab will be added within the Mail app (operating systems iOS 15, iPadOS, and macOS Monterey). Within this app, users can decide how much personal information is shared with email senders.</p> <p><img fetchpriority="high" decoding="async" class="aligncenter size-full wp-image-1658 lazyloaded" src="https://www.icontact.com/wp-content/uploads/2024/05/apple-mail-privacy-protection.png" sizes="(max-width: 571px) 100vw, 571px" srcset="https://www.icontact.com/wp-content/uploads/2024/05/apple-mail-privacy-protection-1.png 571w, https://www.icontact.com/wp-content/uploads/2024/05/apple-mail-privacy-protection-1-139x300.png 139w, https://www.icontact.com/wp-content/uploads/2024/05/apple-mail-privacy-protection-1-476x1024.png 476w" alt="" width="571" height="1228" data-sizes="(max-width: 571px) 100vw, 571px" data-src="https://www.icontact.com/wp-content/uploads/2024/05/apple-mail-privacy-protection.png" data-srcset="https://www.icontact.com/wp-content/uploads/2024/05/apple-mail-privacy-protection-1.png 571w, https://www.icontact.com/wp-content/uploads/2024/05/apple-mail-privacy-protection-1-139x300.png 139w, https://www.icontact.com/wp-content/uploads/2024/05/apple-mail-privacy-protection-1-476x1024.png 476w" /><noscript> <img alt="" class="aligncenter size-full wp-image-1658" decoding="async" fetchpriority="high" height="1228" sizes="(max-width: 571px) 100vw, 571px" src="https://www.icontact.com/wp-content/uploads/2024/05/apple-mail-privacy-protection.png" srcset="https://www.icontact.com/wp-content/uploads/2024/05/apple-mail-privacy-protection-1.png 571w, https://www.icontact.com/wp-content/uploads/2024/05/apple-mail-privacy-protection-1-139x300.png 139w, https://www.icontact.com/wp-content/uploads/2024/05/apple-mail-privacy-protection-1-476x1024.png 476w" width="571"/> </noscript></p> <p>“Mail Privacy Protection stops senders from using invisible pixels to collect information about the user,” Apple explained in their <a href="https://www.apple.com/newsroom/2021/06/apple-advances-its-privacy-leadership-with-ios-15-ipados-15-macos-monterey-and-watchos-8/?utm_source=referral&utm_medium=interstitial&utm_term=%2Bcampaigner%20%2Bpricing&utm_content=422951739792&utm_campaign=streamsend_interstitial&gclid=Cj0KCQiA6t6ABhDMARIsAONIYywac129b9x3tPaZGq-dvESYJSJC5VQ0OUOdkbvzrMsArD0VT000wxYaAjnPEALw_wcB&mktg_affiliate_data=deleted&mktg_affiliate_type=deleted"> official statement </a> when they announced the feature. “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.”</p> <h2><b> Why is this important? </b></h2> <p>Apple devices make up a large percentage of the devices that are used to read emails. In 2020, Apple devices received 46% of email opens, according to a study conducted by <a href="https://www.litmus.com/blog/email-client-market-share-infographic/?utm_source=referral&utm_medium=interstitial&utm_term=%2Bcampaigner%20%2Bpricing&utm_content=422951739792&utm_campaign=streamsend_interstitial&gclid=Cj0KCQiA6t6ABhDMARIsAONIYywac129b9x3tPaZGq-dvESYJSJC5VQ0OUOdkbvzrMsArD0VT000wxYaAjnPEALw_wcB&mktg_affiliate_data=deleted&mktg_affiliate_type=deleted"> Litmus </a> . In 2021, that percentage has only grown.</p> <p>With that said, research from Pathwire’s 2021 <a href="/blog/14-types-of-emails-you-should-send-to-improve-customer-engagement-and-retention/"> email engagement </a> report stated, 52.3% of respondents said they are using apps like Gmail on their devices which won’t be impacted by the Mail Privacy Protection.</p> <p>This update is set to launch sometime between September and November of this year. At that time, <a href="/blog/a-look-at-the-american-arachnological-societys-first-experience-with-email-marketing/"> email marketers </a> will notice that email opens will begin to look inflated. The portion of your subscribers who are using Apple Mail will have close to a 100% open rate since they can choose to block that information from being shared with you.</p> <h2><strong> How will this change email marketing? </strong></h2> <p>For the subscribers who choose to use Apple’s Mail Privacy Protection, you will no longer be able to track the following metrics:</p> <ul> <li>Opens</li> <li>Time Of Opens</li> <li>IP Address</li> <li>Location</li> <li>Device Type</li> </ul> <p>Metrics like opens will likely show up in your reports as being opened on any device using this feature, whether the subscriber opened your email or not.</p> <p>This will also have an impact on understanding the geographic data email marketers collect and use to <a href="/blog/how-to-start-an-email/"> send targeted email messages</a>. With this enabled, the IP information will be reduced to a general geographic area, but more accurate location data will be unavailable.</p> <p>This new feature will also warn subscribers about downloadable content if Apple thinks it may be “potentially unsafe”.</p> <h2><b> Will clicks be skewed? </b></h2> <p><b> So far, there is no indication that this update will impact your clicks. </b> Click tracking uses a redirect through a domain and web browser instead of the email client. Because the information isn’t gathered from the email client, it won’t be affected. When reviewing your email metrics click activity will still give you valuable and accurate information like it does today!</p> <h2><b> Get ahead of the update </b></h2> <p>Since this won’t be released until later this year, you still have time to get ahead of this and make changes to your strategy where necessary. Here are a few ideas to help you plan for this update.</p> <h3><b> Inform your subscribers about this update </b></h3> <p>Politely <a href="/blog/how-to-write-email-newsletters-people-actually-read/"> give your subscribers a heads up</a>. Provide information around this update and let them know that while you respect their privacy, by turning on the Mail Protection they may notice less relevant emails in their inbox.</p> <h3><b> Adjust how you analyze the metrics </b></h3> <p>Often, open rates are a go-to analytic for email marketers to help understand how a campaign is performing. With Apple Mail’s new privacy protection, it is still an important metric to review, but it shouldn’t be relied upon as it used to be.</p> <p>Determine what goals you are trying to achieve and review other metrics that could determine that success. Some metrics to consider are <b> clicks </b> <b>conversions</b>, and <b> form submissions</b>.</p> <h3><b> Review your automations and segments </b></h3> <p>Review any automations and segments you may have created based on opens. If an email relies on a subscriber opening the email to trigger the following action, it’s important to adjust that campaign as it will not work correctly for those who have enabled Mail Privacy Protection.</p> <p>For additional information on Apple’s Mail Privacy Protection and other tips on how to handle the update, please visit <a href="https://www.campaigner.com/blog/email-industry-news/apples-mail-privacy-what-it-means-for-marketers/?utm_source=referral&utm_medium=interstitial&utm_term=%252Bcampaigner%2520%252Bpricing&utm_content=422951739792&utm_campaign=streamsend_interstitial&gclid=Cj0KCQiA6t6ABhDMARIsAONIYywac129b9x3tPaZGq-dvESYJSJC5VQ0OUOdkbvzrMsArD0VT000wxYaAjnPEALw_wcB&mktg_affiliate_data=deleted&mktg_affiliate_type=deleted"> this article from our sister business, Campaigner</a>.</p> <h2><b> Always remember that we are here to help and support you in any way we can </b></h2> <p>At iContact, we are constantly working to deliver advice and tools to help you <a href="/features/"> create effective email campaigns</a>. If you need additional guidance or have any questions, reach out to iContact’s customer support team!</p> <p>As this update develops and more information is shared, we will continue to provide updates and share new <a href="/blog/email-subject-line-best-practices/"> strategies to ensure your email messages perform </a> the way they should.</p> <p>Happy emailing!</p> </div> <h2>Share on Social</h2> </div> <p class="social-share"> <a href="https://www.linkedin.com/shareArticle?url=https://www.icontact.com/blog/how-businesses-can-prepare-their-email-marketing-strategy-for-apples-new-mail-privacy-protection/&title=How Businesses Can Prepare Their Email Marketing Strategy for Apple’s New Mail Privacy Protection" target="_blank">Share on LinkedIn</a> <a href="https://twitter.com/intent/tweet?url=https://www.icontact.com/blog/how-businesses-can-prepare-their-email-marketing-strategy-for-apples-new-mail-privacy-protection/&text=How Businesses Can Prepare Their Email Marketing Strategy for Apple’s New Mail Privacy Protection" target="_blank">Share on Twitter</a> <a href="https://www.facebook.com/sharer.php?u=https://www.icontact.com/blog/how-businesses-can-prepare-their-email-marketing-strategy-for-apples-new-mail-privacy-protection/" target="_blank">Share on Facebook</a> </p> <div class="copy-block pt-48 pb-16"> <h2>Author</h2> </div> <div class="author-info"> <img data-src="https://www.icontact.com/wp-content/uploads/2024/04/cXuXlVsJ_400x400.jpg" class="custom-avatar lazyload" loading="lazy" alt="iContact avatar" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" style="--smush-placeholder-width: 400px; 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Canva is a popular online design platform that...</p> </div> <div class="gr-entry"> <div class="image-card rounded h-224 lazyload" style="background-image:inherit;" loading="lazy" data-bg-image="url(https://www.icontact.com/wp-content/uploads/2024/10/Best-Practices-for-Creating-Effective-and-GDPR-Friendly-Sign-up-Forms-8.jpg)"><a href="https://www.icontact.com/blog/discover-how-icontact-for-salesforce-can-revolutionize-your-email-marketing/" class="ic-link">Read Discover How iContact For Salesforce Can Revolutionize Your Email Marketing!</a></div> <p class="meta"><span>Content Marketing</span> • 3 mins read</p> <p><a href="https://www.icontact.com/blog/discover-how-icontact-for-salesforce-can-revolutionize-your-email-marketing/">Discover How iContact For Salesforce Can Revolutionize Your Email Marketing!</a></p> <p>What is Email Integration? 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