intelligent
// FEATURE //
ITH THE LAUNCH of Apple ’ s
W new operating system , iOS15 , brands will no doubt be curious to see how their marketing strategies will be affected . In another stride towards reinforcing Apple ’ s legacy reputation around user privacy and security , the recent update will see Apple users gaining greater control over their data and how it is shared .
There are two features in particular – ‘ Mail Privacy Protection ’ ( MPP ) and ‘ Hide My Email ’ – that will change the face of digital marketing as we know it . Apple is one of the world ’ s leading email senders , delivering 40 % of the world ’ s commercial and transactional emails , meaning these updates will have a substantial impact on email marketing as we know it .
Mail Privacy Protection ( MPP )
MPP will enable iOS15 email users to choose whether or not to load remote content privately without disclosing their IP addresses , simply by opting in .
Currently , most email service providers embed an invisible single-pixel image into emails , to track whether a subscriber opens an email and how frequently . The single-pixel image lays the foundation for tracking unique and gross email open rates . However , with MPP , users will have the choice as to whether they allow brands to do this or not .
Once enabled at the user ( or subscriber ) end , the feature will prevent brands ( or senders ) from deploying invisible pixels in their emails to collect user-specific information . Therefore , senders won ’ t be able to accurately track email engagement open rates .
Hide My Email
The ‘ Hide My Email ’ feature will forward promotional marketing offers to a temporary encrypted email address , linked to the user ’ s primary email account . These temporary email addresses can be deleted at any time , at the discretion of users , meaning marketers will be unable to distinguish between genuine and temporary email addresses and this will ultimately affect their ability to make educated conclusions regarding bounce rates .
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THESE CHANGES REPRESENT AN OPPORTUNITY FOR BRANDS TO BUILD AN AUTHENTIC AND GENUINE RELATIONSHIP WITH CUSTOMERS .
Intelligent SME . tech 29
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