When Apple announced Mail Privacy Protection, earlier this year, it threw marketers into a bit of a frenzy. Make Customers Feel No one knew exactly what the effects of the new feature would be, but we knew it’d change the way we thought about and reported email marketing metrics.
The announcement had shades of GDPR, for those in the digital marketing world who were around to remember it. And while it seems like MPP’s effects won’t be as broad, the feature still has wide-ranging implications for the future of email.
While a lot of marketers will mourn the loss of data like opens and geographic location, we’d argue that MPP is actually going to be a good thing for everyone involved in the email marketing industry.
How Mail Privacy
If you’ve heard the terms Mail Privacy Protection, MPP, or iOS 15 tossed around the past few months, but aren’t sure what they actually mean don’t worry! We’ll catch you up really quick.
In September, Apple released its new software update, iOS 15. And with it came a new feature: Mail Privacy Protection.
For more on how it works, make sure to. But to understand what the feature actually does, those are the two things you need to know.
Now, while that might not sound too bad, there are some serious implications for email marketers. The first and most obvious implication Brazil Phone Number Data is that MPP makes open rate tracking far less reliable, putting as a metric in serious jeopardy. And as if changing our metrics and reporting wasn’t enough, it also means you’ll probably want to rethink any automated journeys you have set up that have automation steps based on whether or not a person opens an email.
Protection effects marketers
While the loss of geographic data might not seem quite as drastic, there are a lot of marketers who depend on that data for list segmentation purposes. Make Customers Feel For instance, if you plan on sending different emails to different DM Databases subscribers based on location, that becomes a bit trickier. Rather than relying on collecting that data automatically, you’ll now have to ask your users for it first-hand.
Losing this data also means that a popular feature among ESPs — will be less dependable, as it won’t have location data for a lot of users.