![]() This ensures that Dynamic Yield content will continue to be personalized at the user level, even for users who enabled Apple’s Mail Privacy Protection feature. User identification is done using the CUID that is attached as a parameter (see ESP integration). How will this update affect my Dynamic Yield campaigns?Įxperience Email does not rely on tracking pixels. Moreover, Apple has a track record of swaying the industry to align with its standards, similar to how Chrome is catching up to Safari’s ITP. We cannot yet know how many of them will enable the new Mail Privacy Protection, but since it is a one-time click adoption is expected to be high. In North America, it is estimated that 50% of subscribers are using an Apple email client on at least one of their devices. How much of my data will be impacted?Īpple’s new Mail Privacy Protection applies specifically to the use of the native Mail app on iOS 15 iPhones, iPadOS 15, and the native email application on Mac desktops running on macOS Monterey. With it, subject-line optimization, or journey orchestration based on opening emails, are becoming a thing of the past. The bottom line: The “Open Rate” metric is probably going to be irrelevant for email marketing. Not only that, you will not know when the subscriber actually opens it. In theory, every email that is sent to a subscriber with iOS 15 who has Mail Privacy Protection enabled on even one of their devices will now report an email open for every email sent. However, the biggest impact will be on tracking Opens. Same goes for collecting data about the device the subscriber is using. Location data – which is usually determined by the IP address, which is collected by tracking pixels – will no longer be available. If the subscriber later opens the email, the pixels are routed through Apple’s proxy servers, with the “covered-up” tracking pixels. Once the email is preloaded, any tracking pixel in the email reports that the email has been opened, even if the subscriber has not yet opened it. Once enabled, Apple pre-renders any incoming email on their servers, "covering up", or masking, the subscriber's IP address. ![]() ![]() How does Apple's Mail Privacy Protection work?Īpple is encouraging subscribers with iOS 15 devices to enable the Mail Privacy Protection mode. In essence, an enhanced privacy mode limits the tracking capabilities of invisible pixels, which are mostly used by 3rd-party vendors to collect behavioral and demographic data about the user who opens the email. Any of your subscribers who use Apple’s native Mail app can now enable a new feature called Mail Privacy Protection. In 2021, Apple announced the release of a new privacy feature in Apple Mail on iOS 15, iPadOS 15, and macOS Monterey. ![]()
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