The new software update for Apple mobile devices recently rolled out, and we are paying close attention. The iOS 15 software update places its primary focus on data tracking and email privacy settings within Apple Mail.

The biggest thing we are concerned about is that Apple will now allow Apple Mail users to block the sender’s ability to track who has opened or clicked on something in an email when opened in Apple Mail.

Why Does This Matter?

For many years, we have been able to track who is opening, and who is clicking on emails we send for our clients. This is one way to gauge the most effective day and time to send an email, the most effective subject lines, and overall how well liked and useful an email is. For instance, a recent email we sent for a client was opened by over 50% of her audience but had very few clicks on the link inside. We can identify a problem and help her solve it by giving readers a more compelling reason to click through to read her blog.

Another way we can use this information is to make the most of every email. Knowing whether an email was opened or not enables us to send a follow-up email to people who have not opened it, which results in more opens overall for each message, which allows each effort to garner the most attention possible.

How Many People Will This Affect?

On average, 65% of the emails we send are opened on a desktop, while 35% are opened on a mobile device (this varies by client). Roughly 15% of users are using Apple Mail. For now, we can still get data from those who open emails on a desktop or Android device. Email services such as Outlook, Yahoo!, and Gmail have not rolled out new email privacy protection — yet.

With the recent drop of the new iOS 15, these new protections are not the default settings. Users will need to opt-in in order to hide their data. While not everyone will do so, it’s a fair guess that email campaigns will see a decrease in open & click rates.

It also makes repurposing for those who did not open more difficult…because we won’t be able to tell if those using Apple Mail on a mobile device have opened or not.

What Does This Mean?

While “opens and clicks” play a vital role in measuring email performance, it’s important to remember why email marketing is so great – this does not change because of Apple Mail privacy! There is no other marketing vehicle that allows you to get your message in front of every customer and prospect for pennies on the dollar compared to all other marketing tools. Even if your open and click rates decline, email marketing remains a very effective tool – an effective way to stay top of mind and to cultivate advocates for your business.

Have questions about this? We’re happy to answer.

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