Check out the recap from our webinar: iOS 15 & Mail Privacy Protection where we discussed some of the impending changes with the new Apple updates with industry experts Zach Moss, from Wunderkind, and Justin Khoo, from Proofjump

What’s changing? A walkthrough of the user experience

Apple Mail immediately asks users to Protect Mail activity when updating. Apple users are given the option to opt-in or opt-out of MPP. While not everyone will opt-in, there is data to suggest 90-95% of users will opt-in to MPP due to the fact that with the previous iOS 14 release, only ~4% of users opted in to “App Tracking”. 

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For users, there is a way to turn this off in their settings, but it’s not very obvious as it’s tucked away in settings. 

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Technical analysis of MPP

How will images behave with MPP? Justin Khoo analyzed how MPP “pre-fetched” images to see if there are any implications to email marketers. Ultimately, he discovered images load unpredictably—not just at “open” time!

  • “Pre-fetching” images will only occur when users are connected to WiFi and a power source
    • How much of the time are people on WiFi and connected to a power source?
    • This means “open-time” might still be useful loading images over MPP
    • Automatic loading (over WiFi) can happen from several minutes or up to several hours for the from send time to begin downloading “automatically”.
  • Image cache lasts 2-3 days
    • After this period of time, images may be fetched again by Apple Mail
  • Emails in Junk (spam) folder are not automatically downloaded

What does this change mean for ecommerce email marketers?

Tracking opens will be complicated
  • Open “trends” are possible—but a true `open rate` will be very difficult. While directionally, users can rely on ~50% of opens coming from Gmail or other providers.
  • Open-based A/B tests will live to fight another day relying on these other email providers.
  • ESPs may need to work to segregate out the Apple pixel requests.
Real-time content will require fallbacks
  • Countdown timers may no longer be “real-time” due to background loading.
    • IP-based geolocation needs to fallback to first-party data and merge tags. The more first-party data, the better!
    • Dynamic content that is not reliant on opens remains very valuable.
Reconsider open-based segmentation and journeys
  • Use guardrails for send time optimization based on opens.
    • i.e., If an Apple Mail open occurs at 3 a.m., could consider omitting that data point.
  • All email teams should look at updating engagement segments if using open data.
  • Journeys based on “open” email events should be updated.

Further reading on iOS 15 & MPP

  • Apple iOS 15 details:
  • Justin’s research on MPP pixel tracking:
  • Zach’s analysis thread on Twitter:

Webinar Recording

Post tags   Email Marketing Strategy