Okay I got mad enough about Apple's Mail Privacy Protection to write it up.
It's bad news: big email marketing biz Litmus expects Apple Mail on iPhone to be almost 50% of opens.
That's ~50% of your data gone.
Worse though, it hurts small pubs the most.
tk.gg/posts/apple-ma…
It's bad news: big email marketing biz Litmus expects Apple Mail on iPhone to be almost 50% of opens.
That's ~50% of your data gone.
Worse though, it hurts small pubs the most.
tk.gg/posts/apple-ma…
If this works like @heyhey then we can guess Apple has a database of 3rd party trackers that it will block outright.
No word as to if they will detect sneakier marketers (I assume yes). Or if they will load everything else via a proxy (also assume yes).
No word as to if they will detect sneakier marketers (I assume yes). Or if they will load everything else via a proxy (also assume yes).
Regardless, if you're a big publisher you're surely going to see a double digit percentage change in open rates from when iOS15 rolls out, which will mean your relative clickthrough rates jump substantially (we assume Apple aren't working on those).
And if you are a big publisher, that's probably going to mean you're starting a small arms race with Apple as you treat more and more of your email as unique in order to get that data back. The more unique your solution, the better.
Small publishers obviously can't afford this.
Small publishers obviously can't afford this.
Worse though it means that you can no longer prune or unsubscribe readers that haven't opened your newsletter in a long time.
iPhone readers who don't click through will look identical, and they are suddenly going to be a big percentage of your audience (where @heyhey isn't).
iPhone readers who don't click through will look identical, and they are suddenly going to be a big percentage of your audience (where @heyhey isn't).
A bigger publisher can probably take the hit of 20,000 subscribers sitting around, they'll be paying for tens of millions of sends a month.
For a smaller publisher, this significant percentage of "maybe iPhone/maybe unengaged" will quickly eat into your send budget.
For a smaller publisher, this significant percentage of "maybe iPhone/maybe unengaged" will quickly eat into your send budget.
But guess what doesn't eat into your send budget? An iOS app, or publishing to Apple News. 🥸
A decent amount of privacy is possible without ditching this data: proxy and randomly delay trackers you detect. And remember, the sender still has your email address...
A decent amount of privacy is possible without ditching this data: proxy and randomly delay trackers you detect. And remember, the sender still has your email address...
So the walls of the garden get taller, and the users feel a bit more secure inside of it.
And outside the web, and the ability to provide even thinly ad-supported services weakens. #WWDC21
tk.gg/posts/apple-ma…
And outside the web, and the ability to provide even thinly ad-supported services weakens. #WWDC21
tk.gg/posts/apple-ma…
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