Continue following updates from Apple.Īlthough Apple's iOS 15 features are starting to roll out, there's still a lot that we're still learning about how it could impact the ways we work with email.Īs the feature continues to roll out, HubSpot's own email product team will be looking into the change and considering solutions if there will be a major open rate impact. How Email Marketers Can Navigate Apple's Open Privacy Changes 1. To help email marketers navigate the potential changes that could happen, here are a few tips and strategies teams can consider as the iOS 15 rollout gets closer. But each of these will need to be more focused on building deeper relationships and more meaningful actions,” concludes DeKreyĪlthough Apple's recent open tracking pivot could be great for iOS users who'd like to feel more secure, we know that email marketers still have a lot of questions. Conversion optimization isn't going away. Given Apple's changes, email marketers will likely need to focus even more on creating remarkably relevant content that drives their audiences to take action, versus experimenting with headlines just to see if they can get a click,” DeKrey explains. They still want content that is targeted and messaging that speaks to their interests. “What's true about people today is that they want BOTH privacy AND personalization. “This means that each individual company, large or small, will need to get better and better at building trusted relationships with their audience, earning the right to learn who they are and what they're interested in.” And big corporations shouldn't get to create markets for tracking and selling personal data, giving them an information advantage over smaller businesses," DeKrey says. "Buyers get to be in charge of the data they share not sellers. Our founders developed the philosophy of inbound marketing in the early 2000s, and Apple's moves only serve to reinforce these trends," says Will DeKrey, HubSpot's Group Product Manager of Campaigns.
“From its inception, HubSpot has been relentlessly focused on helping businesses match the way they market and sell to the way people want to shop and buy. When it comes to Apple's iOS 15 pivots specifically, marketers aren't only unsurprised, but many - including members of the HubSpot team - believe this will be a positive change for user experience. Meanwhile, Google has been building out its Privacy Sandbox while preparing advertisers and marketers for Chrome's phase-out of third-party cookies in 2022. Most recently, Apple's iOS 14.5 update limited mobile app tracking by requiring users to opt into sharing information when they opened an app after downloading it.
The new feature helps users prevent senders from knowing when they open an email and masks their IP address so it can’t be linked to other online activity or used to determine their location."Īlthough Apple hasn’t explicitly said whether Mail Privacy Protection will be an opt-in or automatic feature, some iOS testers have shared images showing the Mail app prompts them to turn Mail Privacy Protection on when they enter the app:Īt this point, marketing experts say this feature could specifically impact the tracking of open rates and email-based A/B testing.Īlthough this move might seem scary, it isn't surprising as it follows a trend of internet privacy rollouts from tech giants. So far, all Apple has said about this feature is, "In the Mail app, Mail Privacy Protection stops senders from using invisible pixels to collect information about the user.
#APPLE IOS 14.5 UPDATE FREE#
While the paid features might not create a huge impact for marketers because they require users to buy a service, the free Apple Mail privacy feature has already caused a stir in the marketing community. While promotional emails sent from the brand to the fake address will still go to someone's inbox and shouldn't impact important communication, brands will not be able to see the person's real address unless the contact shares it.
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