Apple Mail Privacy adoption and how to prepare for what's ahead
IOS 15 came out in September and the Apple Mail Privacy rate adoption rate has slowly risen. As you can see from the graph below, at the end of November 2021, IOS 15 adoption finally passed those still on an earlier version of IOS. It has since peaked and leveled off. (To learn more about the Apple MPP change, read our initial communities post, Apple privacy changes coming and how it will affect Email Marketers.)
Apple privacy changes: defining success in the year ahead
Open rates are being affected by those that have it turned on. It is still a little hard to determine what effects they are having, but as we head into 2022, marketers will need to be prepared for uncertain open rates and continue to look for new and better ways to determine success of their email campaigns.
Clicks will be more valuable, but to determine active and inactive subscribers, reliance on other marketing channels will be crucial. Consider how often a customer buys from you and how they interact with other your other marketing channels. If a contact has not been opening your emails or buying from you, then that is the sign of a true inactive. But if a contact has been opening, it could be an Apple prefetched open and you’d be wise to look at your other channels or buying history to see if they have been interacting with you elsewhere.
We are working with our team at Sparkpost to help segment out prefetched opens and have that number in our Task Insights. Hoping for Q1 of next year, so stay tuned. In the meantime, continue to focus on having quality, engaging content and working with only contacts that have opted in to receive your emails. Here’s to healthy and happy emailing in 2022!
