At the Apple Worldwide Developers Conference 2021 (June 7 to June 11). Apple announced its new policy regarding the protection of the privacy of users of their Mail application (Mail Privacy Protection). So this does not concern users of other email applications (Gmail, etc.) even on iPhone.
This is a new step forward in the field of personal data protection. That is the logical continuation of the arrival of the GDPR in 2018 bringing new obligations for marketers . The invalidation by the European Union of the Privacy Shield considering that it put companies in danger . Or finally the blocking of third-party cookies by browsers . Impacts on Email subjects that we have discussed at length in the past.
So what are the impacts of these new rules that should arrive at the end of the year with the cyprus email list release of iOS 15, iPadOS 15, and macOS Monterey? Is this good or bad news for users and marketers?
What are the practical consequences of the entry impacts on Email into force of Apple’s “Mail Privacy Protection”?
The upcoming rule is simple. Users of Apple’s Mail app (on iPhone, iPad or Mac) will have the ability to configure their level of anonymization on email opening behavior . This will be defined in two ways on 2 types of information:
IP anonymization and email opening in a systematic but private way
Sharing the IP address used by the terminal and the email opening information
In case the user chooses the first option, 100% of the emails will be opened (and therefore considered as opened by your email marketing. Marketing automation tools) and the IP will not be shared.
Please note that for questions related to compliance with the GDPR which requires consent for america email list collection of a person’s IP, Webmecanik has chosen to anonymize this data in its application to ensure that the marketer who uses Webmecanik Automation is not acting illegally, the IP being considered personal data (ask yourself this question depending on the tool you are using!).
In the case of the more free configuration (option 2), nothing will change compared to the current behavior.
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Bad news?
This new rule is a new constraint for the marketer who often uses the opening rate of his update the firmware regularly marketing emails as a performance indicator, and the very opening of an email by a contact as a potential trigger for automated marketing automation campaigns .
In addition, the share of users of Apple’s Mail application is still not negligible. According to analyses and sources, this would be between 13% according to Pathwire and 40% or even 50% according to Litmus .
This will actually depend a lot on the typology of your audience. The more mobile it is, the larger the share will be, the more desktop it is, the smaller the share will be.
