On June 7th, at the WWDC (WorldWide Developers Conference), Apple presented the new features of iOS 15, iPadOS 15, macOS Monterey and watchOS 8.
The new privacy-related features will allow users to better control and manage access to their own data.
With iOS 15 Apple will offer an option, which can be enabled, called Mail Privacy Protection in the Mail app.
The main characteristic of this feature is to protect the user from tracking pixels at the bottom of emails. As a reminder, these invisible pixels allow marketing teams to track the opening of their communications but also to retrieve the device used, the time of opening or the IP address.
This functionality also masks the IP address. People sending communications will neither be able to associate this IP address with other online activities, nor determine the location.
No roll-out date has yet been announced. The beta is currently being tested, so it is possible that a stable version of iOS 15 will be available in the autumn.
The opening rate is of course the KPI that will be most impacted. But there are other consequences to take into account:
So many elements that need preparation for the arrival of iOS 15, regardless of the proportion of Apple users (and others using Apple Mail) in your base.
Where the opening indicator (or IP address) will most likely disappear for Apple users, the click indicator remains.
To prepare for this change, it is necessary to:
To facilitate the analysis of the base and related impacts, Litmus has added an Apple Audience Report section to its Email Analytics functionality. This report uses the last 90 days of data retrieved using Litmus tracking codes. If you have already set up this feature, then you already have access to a view of your Apple customers.
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