7 tips to improve internal email communications with iOS 15 updates
Apple made a big privacy change to their iOS 15 email app with Mail Privacy Protection (MPP) which will directly impact the quality of your email metrics and marketing campaign data for years to come.
MPP gives users the option of hiding when they open email messages to provide more privacy against tracking from sales, marketing or corporate emails.
With MPP, Apple will automatically download all email images in the background using a proxy (via their own IP address, not yours), which effectively disguises your open data.
These proxy downloads will make every email appear to be opened whether the recipient ever really looks at it or not.
So, if you send an email to a recipient that has their email address (company or personal) mapped to the Apple Mail app, they will “open” it, even if they never actually checked their email on their iPhone.
On the Mac OS desktop, the opposite effect will occur. Because Apple never downloads images by default, those users will never register having opened the email.
How this impacts your communication metrics
The first and most obvious impact is that your open rates are going to be skewed, and the data will be much less reliable, primarily due to Apple’s market share. According to sources, in the U.S., iOS commands 52–60% market share, with Android at 40–47%.
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