Tue, 22 Jun 2021 09:27:57 GMT
Apple recently unveiled a slew of new features coming to the Apple ecosystem this fall with the release of iOS 15, iPadOS 15, and macOS Monterey. In addition to much-anticipated enhancements to iMessages, Facetime and notification settings, Apple has continued its push for customer privacy with a handful of features that will have significant, wide-ranging implications for marketers. Given that Apple Mail is the most used email browser -- both Litmus and Movable Ink report that Apple Mail accounts for nearly half of all email opens -- it is imperative that marketers take action now to prepare. That said, reports of email’s death have (once again) been greatly exaggerated. These new features are just the latest in the ongoing shift to give consumers more control over their data, and marketers who view this as an opportunity to evolve their approach to focus on consent and explicitly-shared information will come out on top.
When iOS 15 launches in September, Mail Privacy Protection will give users of Apple’s Mail app the ability to block certain information from senders. For users who opt to enable this feature, Mail Privacy Protection will block users’ IP addresses and location so senders can’t link email activity to other online behaviours to build a profile. Additionally, it will prevent senders from knowing if and when an email is opened by blocking tracking pixels, impacting not just a commonly tested and reported metric but also any and all segmentation, dynamic personalisation and journey work tied to opens.
Apple also announced that it is expanding Hide My Email to give users even more control over who can see their personal email addresses. Hide My Email will be built into Mail, Safari and apps enabled with Sign In With Apple, and will give users the option to create a randomly-generated email address rather than providing their personal address at sign up or sign in. Messages will then be forwarded by Apple to the real address. So while this won’t impede marketing messages from making it to subscribers’ inboxes, it will reduce the reliability of email address as a digital identifier for profile-building and cross-channel experience orchestration for customers who opt to mask their addresses.
Three actions to take:
Three behaviours to continue:
Make no mistake, this update is a disruption to the digital marketing ecosystem. The age of consumer privacy is here to stay and we should expect continued evolution in that area. But there’s no reason to over-react or panic. By taking a few steps in the time you have to prepare, you’ll be well positioned for success.view more - The InfluencersDigitas USA, Tue, 22 Jun 2021 09:27:57 GMT