Six months later, it's time to find out if this revolution in personal data protection has really taken place, by measuring the impact of this feature on email marketing. In the following lines, we will explain everything and give you the keys to keeping control of your campaigns.
What is Apple Mail Privacy Protection?
How are email opens tracked?
Do you know what a “tracking pixel” is? A new NFT? The name of the favourite in the 5th Longchamp? Nope, it’s a technology that allows you to feed information about openings into a campaign tracking tool. In practical terms, it’s a square image of a pixel that even those with 10/10 in each eye can’t see. Inside it is a link that identifies the campaign and the email sent. When the email is opened, this link is called and the information is sent back to the campaign management tool.
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"How does it work? (Reference for those over 30 years old)
Rather than let Michel Chevalet explain it to us, we're going to ask Apple directly to introduce us to AMPP. When you enable this feature, your IP address is hidden so that senders can't associate it with your other online activities or determine your location. It also prevents senders from seeing whether you've opened the email they sent you. So far, so good.
Although the definition is quite clear for users, it is much overseas chinese in usa data less so for leverage professionals! Indeed, many thought that this new functionality meant that all images would be downloaded in cache upon receipt of the email, including the opening pixel. But that would have been too simple: in some cases, images are downloaded upon receipt. In others... a little later... and in others... when the email is opened. Given this lack of regularity, statistics are no longer reliable.
Although the protection is not activated by default, it is rarely rejected, especially since it is offered with each update. The rate of converted openings should reach 99% by June, which is actually quite logical. Would you refuse to install a free security system in your home?
In March, Litmus said that 61% of users who open an email do so through Apple Mail.
MixPanel says 80% of these people have activated the AMPP feature .
What impact will this have on sending acquisition emails?
Do you see that white flag waving? It’s the open rate capitulating. It’s now almost impossible to rely on it to power campaigns. As a consequence, the reactivity rate is also affected, and the forced breakup of these 2 closely linked KPIs seems imminent. After Daft Punk, that’s starting to sound a lot.
Based on our historical data and experience, one in two emails is affected. However, this proportion remains an estimate, as it is impossible to accurately identify the audience that has activated Apple Privacy, or to know who actually opened the email. The little secretive ones!
Here are some examples of the changes in results observed among our advertisers
As these figures show, it is becoming increasingly difficult to judge the activity of a database based on its openness, but difficult is not impossible!
