Apple Mail Privacy Bombshell this September
This coming September Apple will be releasing their latest update IOS 15 which will include an update to Apple Mail where the subscribers IP and Open Rate activity will no longer be passed back to any ESPs. There are also rumor's on the message boards around the web Google might be doing this too.
So what will that mean for you?
Firstly the big thing to note is that this particular update will mean Apple will pass back that all subscribers have opened their email (regardless if they have or not) which you will then see an increase in your open rates, but in turn a decrease in your Open to Click rate. If you use the engagement split in Journey Builder you will need to now start looking at using Click only to determine if someone is engaged which means if you plan on sending a second email it shouldn't be the same email with a different subject line but a brand new email.
We encourage you to all consider this new update as a shift in email marketing and that email should be the gateway to the message you want to convey to the customers, so making emails short and sharp with corresponding landing pages or interactive will be the new normal! If you want any help in how you can transform your emails into click friendly gateways post below! Happy to share some insights!
