Apple Mail Privacy Protection – What Impact Will It Have on Email Acquisition?
Apple Mail Privacy Protection – What Impact Will It Have on Email Acquisition?
Blog Article
In the email marketing space, we were wondering because this update was accompanied by the launch of Apple Mail's privacy protection feature, which makes it impossible to properly and reliably track email opens.
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 France Email List 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 b2c email lists sent. When the email is opened, this link is called and the information is sent back to the campaign management tool.
"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 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!
While there is nothing to worry about in the case of traffic and lead generation campaigns, the situation is different for campaigns that are initially developed on the basis of a guaranteed minimum opening rate and a CPM-based economic model. In this case, it is essential to work in confidence with your network of partner publishers.
* Note Bene (a bit of Latin among all those anglicisms!): In addition to affecting KPIs, AMPP limits the use of dynamic elements such as counters, which were widely used for limited-time offers. In addition, A/B testing of objects is no longer reliable.
When it comes to leverage, there is no white flag. But to do so, methods must be redefined.
How can you monitor the performance indicators of your email acquisition campaigns?
The KPI that is in full swing: click-through rate!
Click-through rate is like a safe haven: it is the only reliable KPI today. When comparing click volume and delivery volume, we rely on values that we can always control. And which are therefore reliable for monitoring campaigns.
How can you apply this to your email acquisition campaigns?
- To analyze a current campaign, simply compare its click-through rate to that of a similar campaign before the Apple revolution.
- This is your first operation : our track record of more than 15,000 campaigns will allow us to position and analyze the attractiveness of yours.
For the most nostalgic: the trend (we are not talking about the f-leg)
To help our clients navigate this revolution, our teams have developed a method to estimate campaign open and response rates.
This is possible thanks to the knowledge of our partner network and our tools, and is carried out in 3 stages:
- Excluding Apple Mail openers (estimated volume)
- Application of a ratio on openings based on the campaign's diffusion databases - ratios calculated by our tools and updated daily.
- Presentation of estimated open and reactivity rates, allowing you to judge a trend.
Respect for personal data and its traceability is no longer a "revolution" but a well-established reality in our sector and in society in general. There are more and more tools that offer the same functionalities as Apple Privacy, and Android is rumoured to be developing a system similar to that of its rival Apple. At this rate, it will soon be impossible to make accurate estimates of opening and reactivity rates.
Aware of this, our consulting and technical teams know that tomorrow's email marketing is designed today. With us, there are no white flags or musical separations, only work and advice to offer effective support to advertisers by reviewing their tracking methods.
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