
How Apple’s Mail Privacy Protection impacts today’s reporting and analytics
Due to recent privacy updates from Apple, email open rates are no longer a reliable metric to report on, since these numbers are now inflated. What does this change mean for email Marketers who have been relying on open rates in campaign reporting as a proxy for subscriber engagement for years? And more importantly, what does it mean for your campaign reporting and analytics?
Apple users who have updated to iOS 15, iPadOS 15, or MacOS Monterrey were given the option to “Protect Mail activity” when they opened the Apple Mail app. Any email delivered to an address that collects email in the Apple Mail app on an updated device now registers as an “Open,” and no user information is being passed back through the open (this includes the IP address, location, device, etc.). This privacy update does not affect other email apps on Apple devices, such as Gmail and Yahoo, just their native app.
Trendline predicts approximately 40-50% of your total...