Subscriber listĮmail open data no longer serves as a way to gauge email list health and subscriber engagement.

To combat this, marketers should change the way their campaigns behave, such as triggering emails with time-based rules or clicks instead of opens. Campaigns such as lead-nurturing, auto resend, re-engagement, and send time optimized will be affected as open rates are no longer reliable. Automation triggersĪutomations based on opens need to be rethought and adjusted. In this case, it’s up to ESPs to find a workaround. Not from when the person opened the email. Because email content is pre-loaded and cached, the countdown timer version that is served up to the subscriber might show the time remaining from when the email was originally downloaded onto the device. Countdown timersĬountdown timers don’t always work properly anymore. While targeting based on behavior is more difficult, you can ask subscribers for data in signup forms and surveys that can be used for targeting.

IP addresses of Apple mail users are masked so they can’t be linked to their location or online activity. Segmentation and targeting that uses IP addresses, such as abandoned cart emails or emails targeted at specific locations, doesn’t work as well anymore. Segmentation and targeting using IP addresses For more accurate testing, use click rate as your metric for success. The test might receive a large number of unconfirmed opens, which will skew the results. Running automated A/B tests for subject lines based on opens aren’t accurate if you have subscribers using Apple Mail. There are metrics you can still use, such as click-through rate (CTR) and others that will be mentioned below. Because Apple Mail returns an open when it pre-loads email content, open rates appear increased.

Open rate metrics are no longer reliable for email lists with subscribers using Apple Mail. We’ve talked about the basic functionality of Apple’s Mail Privacy Protection feature, now it’s time to take a look at the aspects of email marketing that will be affected.

Apple mail forwarding