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Mapp: How to Prepare for the Apple iOS 15 Update: A Practical Guide
Mapp just published a brilliant blogpost:
The Apple Mail Privacy Protection will be released this week with iOS 15. It has initiated turmoil in the Digital Marketing world, as it will make email open tracking a lot more unreliable than it already was in past years. Emails and images will be downloaded to Apple servers the moment they land in the recipients’ inbox – causing open pixels to track email opens, although the email was not even opened or read by the user. Open rate and other KPIs like click-to-open rate or number of active users are based on email open tracking, which have previously been used in email marketing as the most important measurements to rate the campaign success. Email Marketers seem to be worried about the changes coming with the release and the implications of Mail Privacy for Email Marketing. Most articles in Marketing blogs and magazines recommend analyzing user and device data ahead…
Read more here: How to Prepare for the Apple iOS 15 Update: A Practical Guide
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