Mail Privacy Protection: What impact on marketing effectiveness?
Posted: Thu Dec 05, 2024 6:47 am
At the start of 2022, Actito participated in the webinar organized by the EBG on the theme "Mail Privacy Protection: what impact on Marketing effectiveness?".
Our experts Céline Branders , Jean-Philippe Godement & Bruno Oliveira , have answered the questions of the moment:
What will be the real impact of these blockages on email list of austria whatsapp phone numbers campaigns and the monitoring of their performance?
What actions should be taken to address this measure?
AMPP
Summary
What is Apple Mail Privacy Protection?
Concretely, what happens when Apple Mail Privacy Protection is activated?
Who is affected by this feature?
What volume does this represent?
Is this a real cataclysm?
How Actito helps marketers with Apple Mail Privacy Protection?
What are our recommendations for marketers?
Webedia's feedback
What is Apple Mail Privacy Protection?
It all started in June 2021 when Apple announced the releases of iOS 15, iPadOS 15, and macOS Monterey for fall 2021, with a whole series of new features that were going to be released. Among them: the ability to protect their email activity. So the entire email industry was going to be affected by this update.
On September 20, iOS 15 is released and with it the new feature: Mail Privacy Protection! What does this mean in concrete terms?
That it will now be impossible for the sender of a message to detect openings
That the IP address will be protected and it will be impossible to link it to online activity or determine the user's location.
In other words, it becomes impossible to identify the recipient who opened an email, the time it was opened and its geolocation.
Apple had already positioned itself in the past on the territory of privacy protection. It has even become one of its selling points, particularly in the US. This new unilateral decision by Apple has therefore required the market to react and adapt.
AMPP_Mail-Privacy-Anim
Concretely, what happens when Apple Mail Privacy Protection is activated?
When sending a campaign, Apple sends the emails through a server that will load the content of the images before sending them to the recipients. Whether or not they view the email, an opening will be counted. Consequently, among all these openings, some will be true (generated by humans) while others will be false (automatically generated by Apple). The opening data is now less reliable, or even unusable.
Before-after-AMPP
Who is affected by this feature?
To benefit from the Mail Privacy Protection feature, you must use devices equipped with iOS 15 (iPhone), iPadOS 15 (iPad) and macOS Monterey (Mac). But that's not all, you must also use the Apple Mail application exclusively, with Apple Mail Privacy Protection enabled.
Additionally, if a user has synchronized other emails (gmail, outlook, etc.) in the Apple Mail application, email openings will also be affected by the Mail Privacy Protection feature.
Who is concerned?
What volume does this represent?
In July 2021, Litmus released figures that continued to shake the market announcing that the opening share on Apple was just under 50% (global figures). In November 2021, Litmus updated its data and announced that Apple was the number 1 email client with a market share of 54.2%. Apple Mail Privacy Protection represented 26.2%. However, in November, adoption of iOS 15 was not yet at its peak.
But let's put these global data into perspective. Indeed, in Europe and France, the share of Apple devices is much lower than in the US. The use of Apple Mail is more limited. We are talking about 18% in Europe vs. 29% in North America.
According to Mixpanel data, we see that since January, we have crossed an adoption rate of over 70%, which is starting to stagnate. The adoption rate may continue to grow but will not reach 100% since some users have devices that are too old to have iOS 15.
Is this a real cataclysm?
Let us ask ourselves the question: is the opening rate still a reliable and relevant KPI today?
Indeed, if the images in an email are not loaded, no openings are counted! However, Gmail since 2013 and Yahoo since 2018 have been “caching” the images contained in emails. This has the effect of limiting the information that will be available to marketers.
Also, many software/applications block images. And reading an email does not necessarily involve loading the images and therefore opening it.
Today, other KPIs are more relevant and show that a user is engaged with a brand: click, purchase history, response to an NPS survey, etc.
How Actito helps marketers with Apple Mail Privacy Protection?
To meet the Mail Privacy Protection, Actito has implemented a mechanism that limits the impact for the user on a daily basis. This mechanism will identify MPP openings and filter them by default. These openings are therefore not counted in Actito reports, unless a click is detected. Consequently, all openings counted are openings that we are sure have taken place.
The advantages of this mechanism:
The openings counted correspond to the minimum number of actual openings
Without a filter, open rates would be falsely inflated and completely unusable.
We avoid triggering communications from “false” openings
Product-adaptations-Actito
What are our recommendations for marketers?
Build trusting relationships, put consumers at the center, and get users to share their data themselves
Implement a preference center that will allow users to indicate which communications are of interest to them
Focus on tangible metrics: clicks, visits from email, conversions, etc.
Limit the triggering of actions based on opening (segmentation, scenario, A/B testing, etc.)
Respect users' choices regarding the protection of their data
Webedia's feedback
Webedia uses many emailing and CRM tools and notes that the mechanism implemented by Actito is very interesting because there has been no drop or explosion in opening rates. This allows them to have a good vision of reality.
On the Dr GOOD newsletter, the content is 100% in the newsletter. Losing the opening information would have been damaging. But the rates have not moved, there has been no impact.
Following the arrival of the Mail Privacy Protection feature, Webedia has questioned its strategy of non-opener reminders. They are reviewing their model and opting instead for non-clicker reminders.
Our experts Céline Branders , Jean-Philippe Godement & Bruno Oliveira , have answered the questions of the moment:
What will be the real impact of these blockages on email list of austria whatsapp phone numbers campaigns and the monitoring of their performance?
What actions should be taken to address this measure?
AMPP
Summary
What is Apple Mail Privacy Protection?
Concretely, what happens when Apple Mail Privacy Protection is activated?
Who is affected by this feature?
What volume does this represent?
Is this a real cataclysm?
How Actito helps marketers with Apple Mail Privacy Protection?
What are our recommendations for marketers?
Webedia's feedback
What is Apple Mail Privacy Protection?
It all started in June 2021 when Apple announced the releases of iOS 15, iPadOS 15, and macOS Monterey for fall 2021, with a whole series of new features that were going to be released. Among them: the ability to protect their email activity. So the entire email industry was going to be affected by this update.
On September 20, iOS 15 is released and with it the new feature: Mail Privacy Protection! What does this mean in concrete terms?
That it will now be impossible for the sender of a message to detect openings
That the IP address will be protected and it will be impossible to link it to online activity or determine the user's location.
In other words, it becomes impossible to identify the recipient who opened an email, the time it was opened and its geolocation.
Apple had already positioned itself in the past on the territory of privacy protection. It has even become one of its selling points, particularly in the US. This new unilateral decision by Apple has therefore required the market to react and adapt.
AMPP_Mail-Privacy-Anim
Concretely, what happens when Apple Mail Privacy Protection is activated?
When sending a campaign, Apple sends the emails through a server that will load the content of the images before sending them to the recipients. Whether or not they view the email, an opening will be counted. Consequently, among all these openings, some will be true (generated by humans) while others will be false (automatically generated by Apple). The opening data is now less reliable, or even unusable.
Before-after-AMPP
Who is affected by this feature?
To benefit from the Mail Privacy Protection feature, you must use devices equipped with iOS 15 (iPhone), iPadOS 15 (iPad) and macOS Monterey (Mac). But that's not all, you must also use the Apple Mail application exclusively, with Apple Mail Privacy Protection enabled.
Additionally, if a user has synchronized other emails (gmail, outlook, etc.) in the Apple Mail application, email openings will also be affected by the Mail Privacy Protection feature.
Who is concerned?
What volume does this represent?
In July 2021, Litmus released figures that continued to shake the market announcing that the opening share on Apple was just under 50% (global figures). In November 2021, Litmus updated its data and announced that Apple was the number 1 email client with a market share of 54.2%. Apple Mail Privacy Protection represented 26.2%. However, in November, adoption of iOS 15 was not yet at its peak.
But let's put these global data into perspective. Indeed, in Europe and France, the share of Apple devices is much lower than in the US. The use of Apple Mail is more limited. We are talking about 18% in Europe vs. 29% in North America.
According to Mixpanel data, we see that since January, we have crossed an adoption rate of over 70%, which is starting to stagnate. The adoption rate may continue to grow but will not reach 100% since some users have devices that are too old to have iOS 15.
Is this a real cataclysm?
Let us ask ourselves the question: is the opening rate still a reliable and relevant KPI today?
Indeed, if the images in an email are not loaded, no openings are counted! However, Gmail since 2013 and Yahoo since 2018 have been “caching” the images contained in emails. This has the effect of limiting the information that will be available to marketers.
Also, many software/applications block images. And reading an email does not necessarily involve loading the images and therefore opening it.
Today, other KPIs are more relevant and show that a user is engaged with a brand: click, purchase history, response to an NPS survey, etc.
How Actito helps marketers with Apple Mail Privacy Protection?
To meet the Mail Privacy Protection, Actito has implemented a mechanism that limits the impact for the user on a daily basis. This mechanism will identify MPP openings and filter them by default. These openings are therefore not counted in Actito reports, unless a click is detected. Consequently, all openings counted are openings that we are sure have taken place.
The advantages of this mechanism:
The openings counted correspond to the minimum number of actual openings
Without a filter, open rates would be falsely inflated and completely unusable.
We avoid triggering communications from “false” openings
Product-adaptations-Actito
What are our recommendations for marketers?
Build trusting relationships, put consumers at the center, and get users to share their data themselves
Implement a preference center that will allow users to indicate which communications are of interest to them
Focus on tangible metrics: clicks, visits from email, conversions, etc.
Limit the triggering of actions based on opening (segmentation, scenario, A/B testing, etc.)
Respect users' choices regarding the protection of their data
Webedia's feedback
Webedia uses many emailing and CRM tools and notes that the mechanism implemented by Actito is very interesting because there has been no drop or explosion in opening rates. This allows them to have a good vision of reality.
On the Dr GOOD newsletter, the content is 100% in the newsletter. Losing the opening information would have been damaging. But the rates have not moved, there has been no impact.
Following the arrival of the Mail Privacy Protection feature, Webedia has questioned its strategy of non-opener reminders. They are reviewing their model and opting instead for non-clicker reminders.