Apple iOS 15 & Privacy- There’s No Reason for Marketers to Sound the Alarm
Apple recently announced that the upcoming iOS 15 update will include Mail Privacy Protection.
This update is no cause for alarm.
The industry has seen lower-than-expected user participation in similar ‘do not track’ initiatives including GDPR and Apple’s most recent iOS 14.5 update which requires users to opt-in to ad tracking by third-party apps and websites.
Even so, it is understandable that you may have questions about what exactly this update includes and how it affects strategies for marketers and brands alike.
I have outlined important points below to ease any worries you may have.
What’s Included in the iOS 15 Update?
Let’s start with what Apple is including in this new update. iOS 15 is meant to increase the privacy of consumers who exclusively use Apple’s Mail app on iOS 15, iPadOS 15, and macOS Monterey devices. Specifically, it will prevent email senders from knowing who opened their emails.
iOS 15 will also include a new ‘Hide My Email’ feature, which allows consumers to use a randomized email address generated by Apple to sign up for email offers to mask their real email addresses.
To put it simply, if you have an Apple device and you use the Apple Mail app, you can choose which companies, if any, can track your email. If you decide to opt out of tracking, companies will never know if you opened their email.
What Does This Mean for Marketers?
Like I said before, there’s no reason to panic. This update sounds a lot scarier than it actually is.
The industry’s ability to track the quantity of email opens and the individuals who have opened will be affected.
Emails will continue to be delivered at the same rate as they are today. Best in class email deliverability solutions ensure emails reach qualified audiences of real people, regardless of whether they choose to share open data with email providers.
There will, however, be an impact on the industry’s ability to track the number of opens and the individuals who have opened. Have no fear- there is a light at the end of this tunnel.
The Silver Lining
This change by Apple coupled with the push to remove third-party cookies presents marketers and brands with a significant opportunity to move to a people-based marketing approach.
What does a people-based marketing approach look like you may ask? People-based metrics are true indicators of performance, such as email engagement — aka the metrics that actually matter. Instead of running an email campaign and crossing your fingers that a high open rate translates to more sales, you will know without a doubt which members of your target audience made a purchase, visited your website, or visited your store location.
With a people-based marketing approach, you will know you are making the most of every ad dollar spent.
