[EN] Apple Mail Privacy Protection (MPP) - what does it look like, what does it do, how will it impact email marketing?
Diese Inhalte sind ausschließlich auf Englisch.
Date: June 16, 2021
In this 37 minute in-depth video analysis 📺 (link below) Christopher J Byne, Tom Blijleven and Tobias Eickelpasch analyze iOS15 (beta), the update and discuss many questions, i.e.
- What does "privacy protection" look like in iOS15?
- What is the wording in iOS15 and what does that tell us?
- Will privacy protection be a default setting in iOS15?
- What happens if you turn it on or off?
- Why is this "big" news and how does this fit in the big picture of #privacy and #dataprotection?
Description from my LinkedIn post
Isn't it "a pity it took Apple to move the industry in this direction"❓
Are open rates the "cocaine for email marketers"❓
„Outcomes matter more than opens“ and "words matter more than tracking pixels"❗
These are three quotes from the great debate I had last week on Apple's new "Mail Privacy Protection" (MPP).
On June 17, 2021 Apple announced that iOS15 will:
🌁 hide IP addresses,
🗺 hide locations and
not reveal email opens 📧 anymore.
The outcry in the marketing industry was and is great.
In this uproar, Chris, Tom and I thought: how could we contribute to this debate?
So we bundled our many years of experience in an elaborate expert discussion.
In a 37 minute video 📺 (link below) we analyze iOS15 (beta), the update and discuss many questions, i.e.
What does "privacy protection" look like in iOS15?
What is the wording in iOS15 and what does that tell us?
Will privacy protection be a default setting in iOS15?
What happens if you turn it on or off?
Why is this "big" news and how does this fit in the big picture of #privacy and #dataprotection?
Our most important learnings:
Apple made a big decision in terms of privacy and marketers can‘t ignore it. Those who do, will run into trouble in the future.
Outcomes matter more than opens. This is no "news" in the first place. Marketers should have not worked with opens before the announcement. But it is even more important now to look at other metrics and milestones to measure the success of campaigns.
If „Apple“ receives an email, it is immediately "opened" by Apple proxy servers. These are "false positives" or "proxy opens. This will distort opening rates and artificially increased.
Privacy protection is "on" by default in iOS15. It can only be turned off by the users. It is likely that only a minority will do this.
All IP addresses are "located" in Cupertino, where Apple has its headquarters. It is yet unclear if and how this impacts the documentation of vital steps in i.e. double-opt-in processes.
When users turn off "privacy protection", they can still decide on hiding the IP address or "block all remote content".
More select content with timestamps ⏱ in the comments!
Link to the video: https://lnkd.in/dDk4G4s
Thanks again to Christopher J Byrne from SENSORPRO and Tom Blijleven from Flowmailer. It was a pleasure! ⚡️⚡️⚡️
#rockyouremail #emailmarketing #privacy #dataprotection #gdpr
First announcement about our talk and analysis
Date: June 11, 2021